Iconic British toystore Hamleys has plans to launch Stateside in large cities and airports. The store is investigating locations in Chicago, Los Angeles and New York, as well as 20 smaller stores in airports across America.
Since Hamleys was acquired by the French retailer Groupe Ludendo in 2012, it has focused upon an expansion strategy. The brand was purchased from a range of investors such as the Icelandic bank Landsbanki, which folded during the recession.
Hamleys has been at its Regent Street location since 1881, and there are now branches in Stansted and Heathrow airports, and a range of shopping malls such as the Trafford Centre in Manchester. There are also 40 stores globally, in locations such as Russia, Cyprus, Denmark and Asia. The success of the toystore in the States cannot be predicted – some British retailers such as Tesco, Marks & Spencer and Sainsbury’s have found it difficult to launch in America, however Ted Baker and Topshop’s efforts have proved victorious, with stock selling well.
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