Hamleys flagship store on Regent Street
|Headquarters||2 Foubert Place London, W1|
Number of locations
|15 in UK; 90 international franchises|
|Revenue||British pound 5.5million (2017)|
It was founded by William Hamley as "Noah's Ark" in High Holborn, London, in 1760, it moved to its current site on Regent Street in 1881. This flagship store is set over seven floors, with more than 50,000 lines of toys on sale. It is considered[by whom?]one of the city's prominent tourist attractions, receiving around five million visitors each year. The chain has 15 outlets in the United Kingdom and also has more than 90 franchises worldwide.
Hamleys is the oldest and largest toy shop in the world. It is named after William Hamley, who founded a toy shop called "Noah's Ark" at No. 231 High Holborn, London, in 1760. Ownership of the shop passed through the family, and by the time it was operated by Hamley's grandsons in 1837, the store had become famous, counting royalty and nobility among its customers.
A branch at No. 200 Regent Street was opened in 1881; the original High Holborn shop was destroyed by fire in 1901 and was subsequently relocated to Nos. 86–87 High Holborn. The Regent Street branch later expanded to Nos. 188–196.
In 1938, Queen Mary, consort of King George V, gave Hamleys a royal warrant. During the Second World War, the Regent Street store was bombed five times. In 1955, Queen Elizabeth II gave the company a second royal warrant as a "toys and sports merchant".
Hamleys was bought in June 2003 by the Baugur Group, an Icelandic investment company. When Baugur collapsed, its stake in the toy store was taken over by the Icelandic bank Landsbanki. In September 2012 Groupe Ludendo, a toy retailer based in France with shops also located in Belgium, Spain and Switzerland, bought Hamleys for a reported £60 million.
In October 2015 it was reported that Groupe Ludendo was negotiating the sale of Hamleys, possibly to a Hong Kong company owned by a relative of the owner of department store House of Fraser. It was subsequently purchased by C.Banner, a large Chinese footwear and fashion wear conglomerate based in Nanjing.
In May 2019, Mumbai based Indian retail company, Reliance Retail, part of the Reliance Industries, announced that it has acquired Hamleys for £67.96 million (around ₹620 crore) in an all-cash deal.
United Kingdom stores
Hamleys expanded and moved its flagship store from No. 200 Regent Street to its current site at Nos. 188–196, Regent Street, in 1981, which is the largest toy shop in the world.
Hamleys' flagship store has seven floors covering 54,000 square feet (5,000 m2), all devoted to playthings, with different categories of toy on each floor. The ground floor is traditionally for stuffed toys (including Steiff), and is decked out with a diverse array of stuffed animals, from regular teddy bears to more exotic plushes such as turtles and dolphins, and enormous life-sized giraffes and elephants. Public transit is available via the Oxford Circus underground station.
Other UK stores
In 1987 Hamleys opened a new store in one of the richest shopping streets in the UK, Northumberland Street, Newcastle upon Tyne. Surprisingly, it operated for only 12 months, and closed in 1988. It had seemed a "perfect combination" (Hamleys and Northumberland Street), but it did not work out. Again, in 1987, Hamleys opened a new store in Milsom Street, in the city of Bath, North East Somerset, and just like the other stores, it also closed within 12 months.
Now, in 2019, there are fourteen Hamleys stores across the UK, including sites at the St Enoch Centre in Glasgow, at the Trafford Centre in Greater Manchester, at Lakeside Shopping Centre in Essex, St David's Centre in Cardiff, York and at airports including London Heathrow, London Gatwick, London Stansted, also at Meadowhall Shopping Centre in Sheffield, Liverpool ONE, Cheshire Oaks Outlet, Gateshead Metrocentre and Manchester.
Hamleys' European footprint existed in Denmark (three small stores) and, since October 2008, the Republic of Ireland, when it opened a 3,250-square-metre (35,000 sq ft) store in Pembroke Avenue, located adjacent to the Town Square in Dundrum, Dublin. On 12 October 2012, a Hamleys store opened at Nacka in Stockholm, Sweden. On 19 September 2013, a Hamley store opened as part of Steen og Strøm department store in Oslo, Norway. In April 2014 the Hamleys Denmark toy chain closed all four of its Danish locations when its Nordic parent company, Kids Retails, filed for bankruptcy.
Hamleys opened its first store outside Europe in Amman, Jordan, on 18 June 2008. The three-storey store on Mecca Street is run by the group's franchisee Jordan Centre. A Dubai franchise opened with two stores on 4 November 2008.
The first store in South Asia was opened in Mumbai, India, on 9 April 2010. The 22,000-square-foot (2,000 m2) store is located in an upmarket shopping district in India's financial capital. A second store in India is located in the city of Chennai at the Express Avenue Mall. The 11,000-square-foot (1,000 m2) store has a London bus that customers can walk up through. It now has 78 stores in India, including three stores in Punjab with a recently opened store in Amritsar on 1 February 2018. Hamleys also opened its first store in Bhubaneswar at Esplanade One Mall On 10 January 2019. Hamleys also opened its first store in Lucknow at Fun Republic Mall. With this addition, the brand is now present in 26 cities with 50 stores across India. In Gujarat, Hamleys opened its first store at Ahmedabad One mall with 11,000 square feet (1,000 m2) on 9 November 2014.
Hamleys' opened a store in the Saudi capital Riyadh on 26 January 2012. The 2,100-square-metre (23,000 sq ft) shop is located in the Panorama mall at Takhassusi Street's intersection with Prince Mohammed Road.
In 2013, Hamleys announced plans to open 20 stores across India in collaboration with Reliance Brands Ltd.. The company also announced that a store would open in the One Utama Shopping Mall in Kuala Lumpur, in November 2013, the first in Southeast Asia. Malaysia is now a home for three Hamleys stores, with new outlets opened in the Quill Mall, Kuala Lumpur and in the satellite terminal of Kuala Lumpur International Airport.
In 2014, Hamleys opened its first store in the Philippines. The store opened in Central Square, Bonifacio Highstreet, Bonifacio Global City, Taguig City. A second Philippine Hamleys store is also set to open the following year. Stores Specialists Inc. (SSI) Group is the exclusive distributor of Hamleys in the Philippines.
In November 2015, a store opened at Antara Polanco Fashion Mall in Mexico City, its first store in Mexico. As of June 2018, there are four stores in Mexico: one in Querétaro at Antea LifeStyle Center, one in Veracruz at Andamar Lifestyle Center and two in Mexico City at Antara Polanco Fashion Mall and Artz Pedregal.
A store is present in Nicosia, Cyprus. There is also a store in Malta.
In 2016, Hamleys opened a store in Prague, Czech Republic, in Na Příkopě Street.
In 2017, a Hamleys store was opened in Hull, England to celebrate the UK City of Culture, in the shopping centre, Princes Quay.
In April 2018, it was confirmed that the Dublin store would close after being open for 10 years.
In December 2018, it was also announced that the Trafford Centre branch would close after a short time in operation.
In May 2019 it was confirmed that Reliance Retail, a subsidiary of Reliance Industries Limited on 9 May 2019 signed a definitive agreement for Reliance Retail to acquire 100 per cent shares of Hamleys Global Holdings Limited. Hamleys is planning to open a Hamleys in The Gate Mall in Kuwait.
In the 1990s Hamleys had two websites, one for the UK which did not sell anything, and a U.S. version with a basic inventory. This changed in 1999 with the launch of hamleys.com. The site offered worldwide shipping and focused on user experience, customer service and the sale of traditional products and collectables. The chief executive of Hamleys told Marketing magazine "I do not want to become embroiled with the likes of Toys 'R'Us, Toyzone and eToys, which are fighting on price alone and will end up making next to no margin".
Econsultancy critiqued the site for its basic approach in 2013, and felt that it "doesn't do a lot to represent the brand; in fact, it may even detract from it".
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