April 23, 2024


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Hamleys Expands Italian Footprint: Second Flagship Store Opens In Rome In Partnership With Giochi Preziosi.

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Rome, 14th of March 2024 : Hamleys– the historic British toy brand – has further expanded in Italy with its second flagship store opening in Galleria Alberto Sordi, one of the most iconic locations in the heart of Rome. This strategic expansion, in partnership with GIOCHI PREZIOSI S.P.A., Italy’s leading player in toy production and distribution, closely follows the recent Milan store opening at iconic Corso Vittorio Emanuele.

The new store in Rome is housed in Galleria Alberto Sordia historic shopping arcade acclaimed for its magnificent architecture located on Via del Corso, one of Rome’s busiest and most illustrious streets. The store is spread over 2 levels and a mezzanine for a total of over 1,360 square metres dedicated entirely to toys. The space vibrates with Hamleys’ signature colours: red and white that strongly accompany the graphic references to the city of Rome. As visitors step in, they are greeted by the lively Hamleys family — the Ringmaster, Toy Soldier, Rag Doll, and iconic Hamley and Hattie bear ushering them into an immersive world of fun, magic, and theatre right from the start. The meticulously curated brand sections showcase beloved toy brands like Lego, Nerf, and Barbie, alongside an exclusive Build-A-Bear corner. With an extensive assortment of toys across all kids play categories, including Hamleys’ proprietary line and vendor-branded merchandise, the new store promises an unforgettable experience for children and families alike.

“Our expansion into Rome marks a significant milestone in our global journey, as we continue to enrich iconic cities worldwide with the timeless magic of Hamleys. Each new market brings our storied history to life, reaffirming our commitment to being the world’s finest toy shop in the world. Closely following the overwhelming love and support we received in Milan, this store marks our second collaboration with the GiochiPreziosi Group (GP Group) in Italy. We are eager to continue spreading joy and magic to children and families across Italy,” said Sumeet Yadav, CEO of Hamleys Global.

Hamleys was founded in 1760 by William Hamley and acquired by Reliance Brands Limited (RBL) in 2019. Currently with 189 shops spread across 16 countries, the heart of Hamleys remains firmly in its world-famous Regent Street shop, which continues to be one of the UK’s most visited destinations. Hamleys continues to expand into new markets, most recently in Milan, Tirana, Pristina, Doha to name a few.

“GiochiPreziosi continues with satisfaction the retail development of the English brand, also on the strength of the success we recorded with the first Italian store, in Milan, where 800 thousand people have passed through to date. 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,’ says Enrico Preziosi, Founder of the GiochiPreziosi Group.

The opening of Hamleysin Galleria Alberto Sordi on 14 March at 4 p.m. will offer the Roman public 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.


Hamley’s rich history begins with William Hamley, a Cornishman originally from Bodmin, England. Mr Hamley dreamed of opening the best toy shop in the world, which he achieved when he opened his first shop in Holborn, London, in 1760. Some 263 years later, Hamleys, the best toy shop in the world, is synonymous with magical experiences and joy for children. Hamleys’ unique retail experience includes play opportunities for children, eye-catching shop design, customer service expertise and incredible toy demonstrations. In addition to the popular London toy shop, Hamleys is a global brand currently operating in 16 countries with 189 shops in countries such as the UK, Italy, India, UAE, China, Malaysia and Mexico. In July 2019, Reliance Brands Limited [RBL] marked its first international foray by acquiring the global operations of Hamleys. RBL has been operating Hamleys franchise shops in India since 2010.


Reliance Brands Limited (RBL) is a subsidiary of Reliance Retail Ventures Ltd and began operations in 2007 with a mandate to launch and build global brands in luxury to premium segments across fashion and lifestyle. Its current portfolio of brand partnerships comprises 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. RBL today operates 2,212 doors split into 919 stores and 1,293 shop-in-shops in India. In the past five years, RBL has also invested in building and operating homegrown designer brands besides acquiring the iconic British toy retailer Hamleys. Globally Hamleys has 189 doors across 16 countries.


The GiochiPreziosi Group was founded in 1978 by Enrico Preziosias a wholesale distributor of traditional toys. It later became the exclusive distributor of leading international toy manufacturers. The first transformation of the GiochiPreziosi Group took place after a few years: the group started selling toys developed in-house. 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. Finally, by exploiting and capitalising on the experience gained in distribution activities and the development of its own properties, the GiochiPreziosi Group has become one of the main partners of international entertainment companies for the development of master toy licences at European level.

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