Hamleys expands in Italy, opens 2nd flagship store with Giochi Preziosi

Picture from the store that was launched today

Hamleys, a Reliance Brands-owned toy brand, expanded its presence in Italy by opening its second flagship store in Rome, located within Galleria Alberto Sordi. This strategic expansion, in partnership with Giochi Preziosi S.P.A., a toy manufacturing and distribution company in Italy, comes shortly after the recent opening of a store in Milan.

The new Hamleys store, spread across 2 levels and a mezzanine, occupies a total area of over 1,360 square meters, exclusively dedicated to toys.

The store's design integrates Hamleys' recognizable red and white colors, with subtle references to Rome's iconic imagery.

The store features meticulously curated brand sections, showcasing popular toy brands such as Lego, Nerf, and Barbie, alongside an exclusive Build-A-Bear corner. Upon entering, visitors are greeted by Hamleys' lively mascots, including the Ringmaster, Toy Soldier, Rag Doll, and Hamley and Hattie bear, setting the tone for a vibrant experience.

Sumeet Yadav, CEO of Hamleys Global, stated that their entry into Rome represents a major achievement in their global expansion, as they strive to bring the enduring enchantment of Hamleys to iconic cities worldwide.

"Each new market brings our storied history to life, reaffirming our commitment to being the world's finest toy shop in the world. Closely following the overwhelming love and support we received in Milan, this store marks our second collaboration with the Giochi Preziosi Group (GP Group) in Italy. We are eager to continue spreading joy and magic to children and families across Italy,” added Sumeet Yadav.

Enrico Preziosi, founder of the Giochi Preziosi Group, expressed satisfaction with the retail expansion of the English brand, said the first Italian store in Milan has attracted 800 thousand visitors to date.

"...We are certain that Rome will also become very attached to this shop and that not only the citizens, but also the many tourists who visit our Capital every year will be happy and amazed to find Hamleys just a few minutes away from the Trevi Fountain. A fil rouge between history and historical brands in Rome's shopping salon,' added Enrico Preziosi.

In July 2019, Reliance Brands Limited (RBL) marked its first international foray by acquiring the global operations of Hamleys. RBL has been operating Hamleys' franchise shops in India since 2010.

Disclosure: Moneycontrol is a part of the Network18 group. Network18 is controlled by Independent Media Trust, of which Reliance Industries is the sole beneficiary.​