Sales up over ten per cent on 2012, with trend set to continue through last quarter, says company

DKL looks to drive on with Hama as sales keep rising

DKL has been working hard on its marketing efforts for Hama, as it looks to capitalise on the recent strong growth the brand has been enjoying.

Sales have soared over the past few years, and DKL has said that sales have risen over ten per cent on 2012, with this trend set to continue through the last quarter.

Top sellers include the new My Pocket Hama range, which encouraged retailers to trial the line and also bought in new business, while the small generic Hama gift boxes continue to be best sellers along with the jewellery lines.

Further additions to the My Pocket range will arrive in the New Year, while retailers should also keep an eye out for window decoration sets and more products in the Maxi bead range for younger children.

DKL has also been helping retailers to make the most of their shop space and encourage customers in-store, with the creation of Hama ‘destination’ stores.

“We’ve used bespoke planograms to cater to individual store space allowance,” David Allan, sales and marketing director at DKL, told ToyNews.

“These areas are fully branded with POS materials, made up Hama models and supported with in-store promotions and activities.

“We also offer life-size Hama models which create a focal point for window displays, attract attention and support the in-store range. This has been a success within department stores and small independents alike. We have seen an uplift in sales and greater customer interest in the brand.

“DKL are happy to work with any retailer who is interested in a dedicated Hama area; whether they have large or little space it can be a fantastic way to refresh or introduce Hama to a store.”

Social media has also been a key tool for building the Hama brand, with DKL’s online presence being developed tremendously, owing to a steady use of Facebook, Twitter, Pinterest and its own blog.

“Hama has a dedicated Facebook page which is very popular,” Allan continued.

“Online is the perfect platform for Hama to be displayed. There are so many resources available and opportunities for people to share their designs – Hama benefits greatly from being able to reach so many in this way.”

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