The expansion will increase Hamleys’ floor space in the UK by over 50 per cent with five large
format concessions in selected House of Fraser’s flagship stores.
It follows on from the success of recent concession openings in Denmark and at Heathrow and Manchester airports. The company announced last year that it had signed up a partner to open five new stores in the Middle East as part of a major overseas franchise expansion plan and is currently exploring opportunities in India and China.
Hamleys will open five concessions of 6000 square feet with Glasgow, Edinburgh, Manchester and Birmingham, opening in September, followed by Belfast in April 2008. In addition, a 2000 square foot concession will open in the House of Fraser Oxford Street flagship store carrying only Hamleys own-brand product.
The larger units will carry a specially selected product range made up of Hamleys own brand and a range of other branded products.
The large format concession model has proven to be a successful format for the firm over the last 18 months where it has operated within the Magasin du Nord department store in central Copenhagen.
Nick Mather, CEO of Hamleys said: “ This is a huge opportunity to extend the reach of the Hamleys brand to key regional UK cities. Over recent years, sales growth has been driven primarily from the South East together with overseas tourism, however we know that the brand carries strong awareness in all the major UK regional locations. From the success of our new concession model in Denmark we are very confident that this agreement with House of Fraser will enable us to take our brand into the major cities and also gives us the added benefits of being able to drive more regional customers to our London flagship store and to the wider product range on our web site.”
John King, CEO of House of Fraser said: “We are committed to upgrading our stores and introducing new and exciting premium quality brands across our entire product offer. We are delighted to be working with Hamleys to secure a more exciting retail experience for our family customers in each of our key flagship stores.”