Hamleys, the renowned British toy brand, has broadened its footprint in Italy by inauguring its second flagship store in Galleria Alberto Sordi, a prestigious location in the heart of Rome. This strategic expansion, executed in partnership with GIOCHI PREZIOSI S.P.A., Italy’s leading toy production and distribution company, comes on the heels of the recent store opening in Milan at the iconic Corso Vittorio Emanuele.
The new Rome store, located in the historic Galleria Alberto Sordi shopping arcade known for its stunning architecture, spans two levels and a mezzanine, dedicating over 1,360 square metres entirely to toys. The store’s interior resonates with Hamleys’ signature red and white colours, complemented by graphic references to the city of Rome. Visitors are welcomed by the vibrant Hamleys family — the Ringmaster, Toy Soldier, Rag Doll and the iconic Hamley and Hattie bear, immersing them into a world of fun, magic and theatre. The store features carefully curated sections of popular toy brands like Lego, Nerf and Barbie, along with an exclusive Build-A-Bear corner. With a wide range of toys across all play categories, including Hamleys’ proprietary line and vendor-branded merchandise, the store promises an unforgettable experience for children and families.
Sumeet Yadav, CEO of Hamleys Global, expressed his enthusiasm about the expansion, “Our entry into Rome is a significant milestone in our global journey as we continue to bring the timeless magic of Hamleys to iconic cities worldwide. Each new market revives our storied history, reaffirming our commitment to being the finest toy shop in the world. Following the overwhelming love and support we received in Milan, this store marks our second collaboration with the Giochi Preziosi Group (GP Group) in Italy. We are eager to continue spreading joy and magic to children and families across Italy.”
Founded in 1760 by William Hamley and acquired by Reliance Brands Limited (RBL) in 2019, Hamleys currently operates 189 shops across 16 countries. Despite its global presence, the heart of Hamleys remains in its world-famous Regent Street shop, one of the UK’s most visited destinations. Hamleys continues to expand into new markets, most recently in Milan, Tirana, Pristina and Doha.
Enrico Preziosi, Founder of the Giochi Preziosi Group, expressed satisfaction with the retail development of the English brand, “We are certain that Rome will also become very attached to this shop and that not only the citizens but also the many tourists who visit our Capital every year will be happy and amazed to find Hamleys just a few minutes away from the Trevi Fountain. A fil rouge between history and historical brands in Rome’s shopping salon.”
The grand opening of Hamleys in Galleria Alberto Sordi on 14 March at 4 p.m. will feature the most distinctive moments of the British brand’s openings, such as the celebratory parade in front of the shop that culminates with the bell exchange ceremony and ribbon cutting and the presence of the most beloved ‘ambassadors’ of children all over the world: the Hamley bears.
Hamleys: A Legacy of Joy and Magic
Hamleys, the world-renowned toy shop, traces its roots back to William Hamley, a Cornishman from Bodmin, England. Mr. Hamley’s dream of creating the world’s best toy shop came to fruition when he opened his first store in Holborn, London, in 1760. Today, 263 years later, Hamleys stands synonymous with magical experiences and joy for children.
Hamleys offers a unique retail experience that includes play opportunities for children, striking shop design, exceptional customer service and incredible toy demonstrations. Besides its popular London toy shop, Hamleys is a global brand with 189 shops in 16 countries, including the UK, Italy, India, UAE, China, Malaysia and Mexico.
In July 2019, Reliance Brands Limited (RBL) embarked on its first international venture by acquiring the global operations of Hamleys. RBL has been operating Hamleys franchise shops in India since 2010.
About Reliance Brands Limited
Reliance Brands Limited (RBL), a subsidiary of Reliance Retail Ventures Ltd, began operations in 2007 with a mandate to launch and build international brands in luxury to premium segments across fashion and lifestyle. Its current portfolio of brand partnerships includes Armani Exchange, Balenciaga, Bally, Bottega Veneta, Brooks Brothers, Burberry, Canali, Coach, Diesel, Dune, EA7, Emporio Armani, G-Star Raw, Gas, Giorgio Armani, Hamleys, Hugo Boss, Hunkemoller, Iconix, Jimmy Choo, Kate Spade, La Martina, Lenscrafters, Manish Malhotra, Michael Kors, Mothercare, Muji, Paul & Shark, Paul Smith, Pottery Barn, Pottery Barn Kids, Pret A Manger, Raghavendra Rathore, Replay, Salvatore Ferragamo, Satya Paul, Steve Madden, Superdry, Scotch & Soda, Tiffany & Co., Tod’s, Tory Burch, Tumi, Valentino, Versace, Villeroy & Boch, West Elm and Zegna. Today, RBL operates 2,212 doors split into 919 stores and 1,293 shop-in-shops in India. Over the past five years, RBL has also invested in building and operating homegrown designer brands and acquired the iconic British toy retailer Hamleys. Globally, Hamleys has 189 doors across 16 countries.
About Giochi Preziosi
The Giochi Preziosi Group was founded in 1978 by Enrico Preziosi as a wholesale distributor of traditional toys. It later became the exclusive distributor of leading international toy manufacturers. The group underwent its first transformation a few years later when it started selling in-house developed toys. Subsequently, the group became accredited with the world’s leading licensees for the distribution of toy lines linked to famous cartoons and children’s films. Capitalising on the experience gained in distribution activities and the development of its own properties, the Giochi Preziosi Group has become one of the main partners of international entertainment companies for the development of master toy licenses at the European level.
The Giochi Preziosi Group is currently one of the European market leaders for traditional toys. It strengthened its position with the acquisition of the Spanish market leader, Famosa Group. The group consists of more than 30 legal entities and operates in 6 European countries, as well as in Turkey and Mexico, through its subsidiaries. The group serves the rest of the world through local distributors. The Giochi Preziosi Group currently holds franchising agreements with around 400 Italian toy shops operating under its own ‘Giocheria’ brand. In the last two years, as part of a retail business development project, it has opened several ‘Giochi Preziosi’ shops in many Italian cities.
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