New Delhi: Toy retailer Hamleys, owned by Reliance Industries Ltd. by Mukesh Ambani, has launched its first retail store in Italy with franchisee Giochi Preziosi SPA (GP), a leading player in the toy manufacturing and distribution industry in the European country.
Under the franchise agreement, GP was granted exclusive rights to operate Hamleys stores throughout Italy, Reliance Brands Ltd said. (RBL), which acquired the British toy retailer in 2019, said in a statement Thursday.
Hamleys debuted in Italy with a store in Milan, Corso Vittorio Emanuele II. This will soon be followed by a flagship store in Rome.
Hamleys was founded in 1760 by William Hamley. Currently, the chain has 191 stores in 15 countries such as the United Kingdom, India, United Arab Emirates, China, Malaysia and Mexico, among others.
Hamleys continues to expand into new markets, most recently in the Balkans, with its first store in Albania and Kosovo, and is expanding its presence in existing territories like India and the Middle East with a store in Qatar.
“We are excited to spread smiles through our expansion and are proud to partner with Giochi Preziosi Group (GP Group). Guided by our singular vision: creating memories through the joy of play, we look forward to becoming a flagship store in the popular shopping and tourist destination of Corso Vittorio Emanuele II, Milan. The launch of the new store coincides perfectly with a refreshed store concept, and we look forward to delivering unprecedented new experiences for kids and families,” said Sumeet Yadav, CEO of Hamleys Global.
The retailer sells toy brands such as Lego, Nerf and Barbie.
“Giochi Preziosi is extremely delighted with the conclusion of the exclusive franchise agreement with the iconic brand Hamleys and is very excited about the launch of the first store in Milan and looks forward to the next planned projects and the continuation of the Retail development plan at Milan. the country in the years to come,” said Enrico Preziosi, founder of the Giochi Preziosi Group.
In July 2019, Reliance Brands marked its first international foray by acquiring the global operations of Hamleys. RBL had been operating Hamleys franchise stores in India since 2010.
RBL is a subsidiary of Reliance Retail Ventures Ltd. and began operations in 2007 with a mandate to launch and grow global brands from luxury to premium fashion and lifestyle segments. It has partnered with several leading global brands to launch their retail operations in India. In India, its retail portfolio includes brands such as Armani Exchange, Bottega Veneta, Brooks Brothers, Burberry, Canali, Coach, Diesel, Dune, Kate Spade, La Martina, Lenscrafters, Manish Malhotra, Michael Kors, among others.