The toy retailer will debut its first outlet store at London Designer Outlet.
Hamleys is to open a 1,330 square foot store at the outlet. This will be the company’s second store within the M25 after its renowned Regent Street flagship store. The new store will feature the retail theatre experience, with live demonstrations, games and magic.
Gudjon Reynisson, CEO at Hamleys of London, said: “We’re really excited to be opening at London Designer Outlet. It’s a great retail and leisure destination for all the family, with a play park, cinema and now a Hamleys, where we’re looking forward to bringing smiles to the children and families visiting Wembley Park.”
London Designer Outlet was ranked as the fifth best performing outlet in Europe and the second best in the UK in 2015. It’s 265,000 square foot of retail and leisure space includes 70 outlet stores and restaurants, a Cineworld and a children’s play park.