Reliance Retail to bring UK's Hamleys toys to India

NEW DELHI: Reliance Retail has entered into an exclusive pan India franchise arrangement with the UK-based Hamleys, the world’s most famous toy retailer, to bring the latter’s toys to India.

This arrangement is aimed at combining the distribution dominance and scale of Reliance Retail in FMCG, food, electronics, consumer durables, apparel, footwear, lifestyle and home improvement categories, and Hamleys’ world-class toy retailing experience, said a company release here.

Hamleys brings to this partnership its skills and capabilities of creating a store experience, training its staff to deliver this experience, designing stores and developing private label products to complement the brands. Reliance has the reputation of building the network and running its store operations nationwide efficiently.

The company is set to open two flagship stores in Mumbai and New Delhi in 2009. This will be followed by a regional expansion, across India, over the next few years.

Reliance Retail Ltd, a division of Reliance Industries Ltd, will be the partner in one of the biggest international expansions by the old iconic toy retailer, approaching its 250th anniversary in 2010. Reliance Retail will replicate the magical and experiential elements of Hamleys famous flagship store on London’s Regent Street and will promise the ultimate treat for the entire family. This will be seen with the combination of strengths that both partners bring to the country.

The stores will sell a wide range of toys from the much loved brands to more traditional and nostalgic toys, as well as quirky and unusual treasures. These will include Hamleys own brand range, renowned for exceptional quality and play value. Toy demonstrators and magicians will bring the store to life as well as well as a host of events and activities.

The Indian toys and games market is estimated at approximately Rs 2,500 crore and has been handicapped by lack of significant national brands and the availability of quality retail stores. Being a young nation, there is an opportunity to grow this market by providing a wide range of national and international brands and products under one roof and creating a store experience which is memorable and unique.

Bijou Kurien, president & CEO, Reliance Lifestyle Holdings Pvt Ltd, said, “Our partnership with Hamleys heralds the beginning of a new era in the evolution of the toy market in India. We hope to bring world class toy stores which will capture the imagination and attention of children in India. We are tremendously excited about this venture and our decision to partner with Hamleys.”