Hamleys is to open a new toy store in the Essex shopping centre, Lakeside.
The self proclaimed ‘oldest toy store in the UK’ plans to open its new shopping destination, boasting 9,000 square feet in spring next year.
The new store will mark the third Hamleys in the Intu portfolio that already includes stores within Manchester’s Trafford Centre and Cardiff’s St David shopping centre and mark its fourth in the UK outside of its flagship London Regent Street shop.
“Intu Lakeside, with its strong family demographic is a great location for a new hamleys store,” said a Hamleys spokesperson.
“Working closely with Intu, we have created a store that compliments our UK growth strategy, delivering our unique retail experience of fun, theatre and entertainment.
“The Intu Lakeside store will be in a great position and we are sure the impact of an impressive 51 metre frontage right at the gateway of the proposed leisure extension means our store will perform well.”
Last year, Lakeside featured in the Regional Malls Shopper Dimensions 2013 Peak Survey as one of the UK’s top performing malls, attracting more shoppers with children than the average centre.
“Hamleys is a great addition to the premium teneant mix at Intu Lakeside and substantially improves the centre’s family offer,” said Julian Wilkinson, regional director of Intu.
“As an iconic British brand offering quality children’s toys and experiences, the new store will attract more people, from further, for longer and will drive our ambition to create a compelling destination for families who come from near and far.”