Reliance Retail to launch Hamleys toy shops here

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Mumbai, Aug 12 : Mukesh Ambani-owned Reliance Retail has announced an exclusive pan-India franchise arrangement with Hamleys, the UK’s popular toy retailer. Reliance Retail plans to open 20 Hamleys outlets by 2015 at an investment of Rs 125 crore. Two flagship stores, in Mumbai and Delhi, will open in 2009, followed by expansion across India, Bijou Kurien, president and CEO, Reliance Lifestyle Holdings (a wholly owned subsidiary)told FE.

“We hope to bring in world-class toy stores, which will capture the imagination and attention of children in India,” said Kurien. Reliance Retail will replicate the experiential elements of Hamleys’ famous flagship store on London’s Regent Street. The stores will sell a wide range of toys, including Hamleys' own range. They will also host demonstrations, magicians and other activities. The brand was established by William Hamley in 1760.

This arrangement is aimed at combining the distribution dominance and scale of Reliance Retail and Hamleys’ heritage, theatre, magic and entertainment. Hamleys also brings to the partnership its skills and capabilities of creating a store experience which is unique, training its staff to deliver this experience, designing stores and developing private label products to complement the brands.

Kurien also said Reliance Retail would continue with its strategy of selling private labels and other brands in its generic stories and tying up with large global brands in speciality categories.