Retail Week has reported that Hamleys has opened three outlets in the UK in its first venture into pop-up shop retailing.
Hamleys Toy Box shops have opened in Bluewater (1,000 sq ft), Sheffield’s Meadowhall (2,000 sq ft) and the Chapelfield shopping centre in Norwich. The stores are expected to remain open until the end of January.
Christmas currently accounts for only 25 per cent of the retailer’s sales, but is hoping the pop-ups will provide an opportunity to increase takings in the key selling period.
Hamleys chief executive Gudjon Reynisson said: “It’s an idea we have had for quite some time and we decided to go for it this Christmas.
"We are taking things one step at a time and haven’t made any decisions yet, but we could either make these stores permanent or have more locations for pop-up shops next Christmas.”
Reynisson said Hamleys was “extremely happy” with trading at the Bluewater and Meadowhall stores so far. The Chapelfield outlet opened more recently.
Reynisson continued: “They are very different to our wonderful big stores. It’s really important to give more people access to our own-brand range, and to give customers a taste of the magic of Hamleys.”
The stores will stock 900 SKUs, with Hamleys branded toys accounting for 70 per cent. The rest of the offering is made up of Christmas best-sellers.
Reynisson added: “We are looking forward to Christmas. We are very optimistic and happy with the year so far.”