hamleys brand profilescxg.njust.edu.cn/_upload/article/files/f2/c5/e74ad4834f... · 2016-06-06 ·...
TRANSCRIPT
Hamleys is the world‟s greatest toy shop and is celebrating its 250th. Birthday
2010.
The first store was opened in London‟s High Holborn in 1760 by
Cornishman William Hamley. Today, Hamleys Regent Street flagship
store remains the world‟s most wonderful toy shop, synonymous with
theatre, magic and entertainment. It welcomes more than 5 million
customers annually.
Hamleys is already a proven international retailer with an established
presence in the Middle East, India, Ireland and Denmark and other territories
also in the pipeline.
It is now building on this international presence to develop a truly
global business, leveraging the quality and range of its toys, combined
with the theatre, entertainment and retail experience.
A snapshot of Hamleys
The Hamleys brand – heritage, expertise and
discovery combine to deliver the „Hamleys magic‟
Established
Expertise
Quality
Past
Present
Future
NOSTALGIA DISCOVERY
ENJOYMENT
ABUNDANCE WONDER
SHARING
Hamleys
Magic
Functional values Emotional values Brand Essence
Hamleys‟ offer and brand positioning in the UK
is unique
PREMIUM
INDEPENDENTS HARRODS
LEWIS PARTNERSHIP
HoF / DEBENHAMS
NICHE MASS MARKET
BUILD-A-BEAR TOYMASTER / THE ENTERTAINER ARGOS TOYS R US TESCO
DISCOUNT
JOHN LEWIS
Overall good value because of the quality and
experience !
Buzz
Scale
Interaction
Theatre
Environment
Expertise
Helpful
Friendly
The Service
Variety
Uniqueness
Innovation
Traditional
Quality/ premium
Product
What do our customers want?
Hamleys offers a unique experience
Own label products are a significant share
of the product mix
Hamleys develops and
produces a unique range of
own brand products. These
represent the best of class,
both in design and quality
whilst being innovative and
representative of our brand
values.
A Flagship Hamleys store adds a true point of difference to any Mall
“The addition of Hamleys has been a major strength
to St. Enoch Centre in Glasgow. As an anchor store,
the force of their brand has delivered fantastic
awareness & press coverage, new retailer interest
and of course customer footfall. In addition we
share the same values in our approach to retail
partnerships which has brought a synergy to the
relationship, ensuring success for both St. Enoch
Centre and Hamleys. “
SUSAN NICOL
Regional Director Operations – Europe, Ivanhoe Cambridge
& General Manager, St. Enoch Centre