The new store in Liverpool One is part of Hamleys’ expansion plans, with more pop-up concessions and stores planned to open across the northern region.
Hamleys has opened a 2,000 square foot store, offering an immersive toy wonderland for shoppers in Liverpool One. The new store is home to an array of games, puzzles, arts and crafts and more, spanning from traditional to high-tech products, with expert toy demonstrators and special in-store appearances to enhance the shopping experience. Visitors will be able to browse evergreen brands such as Lego, Barbie and Playmobil, as well as the retailer’s own exclusive toy collections, including the signature Hamleys teddy bears.
Alison Clegg, director, asset management, Grosvenor Europe, which owns and operates Liverpool One, commented: “Hamleys holds a very special, and sometimes nostalgic, meaning for many people, and we’re delighted to bring this joyful experience to Liverpool One. The star appeal, calibre and experience of Hamleys will add a new dimension to Paradise Street and to our wider retail offering, which has thrived since reopening in June. Hamleys is an exciting addition for the destination as we continue to drive Liverpool One’s momentum towards Christmas.”
Sumeet Yadav, chief executive for global retail business at Hamleys’ parent company Reliance Brands, added: “We are delighted to open at Liverpool One – Hamleys’ 186th store globally and first pop-up. Every year more than 10m families visit us across the world for a unique Hamleys experience where we bring to life many Worlds of Play. Every visit to Hamleys is a reward in itself, the toy purchase is a bonus for the child. I am sure children will build lasting memories of fun and joy, while adults will relive memories of their childhood at Hamleys in Liverpool.”
This new opening is part of Hamleys’ plans for revival, following a slow retail period. Currently, Hamleys is in the final stages of designs for a refurbishment of the seven-floor London store and intends to open more pop-up concessions and stores in Manchester and Newcastle. There are also plans in the pipeline to expand into Western Europe, Australia, the US and Canada.
Meanwhile, online sales for the retail giant have been booming and the company’s website will be relaunched by the end of 2020, reflecting this success.