Display & Design Ideas - February 2009 - (Page 12)
12 channel focus toy retail Permission to play World-famous toy retailer Hamleys reinvents its flagship store and expands abroad By Mark Faithfull, London Editor Bottom left: Hamleys features board-gamelike flooring in the London store. Bottom right: London’s Regent Street flagship is regarded as the heart of the group's ambitious global expansion plans. W hen London-based Hamleys unveiled the first pieces of its flagship Regent Street store refurbishment, the iconic toy retailer made its bold opening statement with an equally iconic red, double-decker London bus at the heart of its redesign. Hamleys has overhauled the ground and top floors of its seven-floor London store, and by the start of its 250th birthday year in 2010, the other five floors will be revamped as well. By then, Hamleys, which until recently only traded from a single store and a handful of airport shops, will also have opened a swathe of international outlets in a strategy that Hamleys COO Paul Currie says could eventually see the toy retailer “in every major capital city around the world.” Designed by Columbus, Ohio-based Chute Gerdeman Retail, the concept for Hamleys takes the original store as the platform for a consistent brand statement around the world—although execution is and will be different as the preferences of the local consumer market and the architecture of each location dictates. In stark contrast with retail norms, Currie says that the retailer “loves trading over multiple levels,” and claims an 80 percent penetration among shoppers to the top floor of the 54,000-sq.-ft. London flagship. Where possible for its new stores, Hamleys prefers multilevel outlets of at least 25,000 sq. ft., or has Photo: Howard Shooter Photography Limited February 2009 www.ddimagazine.com Photo: Howard Shooter Photography Ltd.
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Table of Contents for the Digital Edition of Display & Design Ideas - February 2009
Display & Design Ideas - February 2009
From the Editor
Contents
News Watch
Book Report
Editor's Choice
Cover Story: Channel Focus: Toy Retail
Zu + Elements
Zonik
Weathering the Storm: Part 1
Right Light
Product Spotlight
GlobalShop Preview
GlobalShop Products
Calendar
Advertisers
Classifieds
Think Tank
Display & Design Ideas - February 2009
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