According to Retail Week, the Regent Street concession carries 400 lines of gifts and gadgets and takes up 1,600 sq ft, dwarfing the 500 sq ft concessions Red5 has in Selfridges.
Red5 is also planning to open in Hamleys’ Dundrum outlet in Dublin and its St Enoch Centre in Glasgow.
The firm signed the partnership in order to add the theatre and customer interaction of the Hamleys stores to its product offering.
Red5 partner Joth Baron said: “Hamleys is a perfect fit for us and our experience so far has been excellent. Hamleys is interested in getting our expertise. It’s bigger than any independent store we have and has given us a real boost as it is the summer holidays.”
Red5, which operates 13 stores, has also signed for standalone stores in Basingstoke, Leeds and Dudley, and has extended its lease in Manchester’s Arndale Centre.
The firm is negotiating on a further four stores and is in talks with other multiple retailers, including a department store, about opening more concessions.
“We’ve got some good stuff going on,” said Baron. “Like-for-likes are encouraging and the new store openings are exciting.”