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Hamleys is entering Italy with a flagship in Milan

Spanning over 13,300 sq. ft., the flagship Milan store is spread across two levels.
The iconic brand Hamleys is making its debut in Italy with a flagship store in Milan through a franchise with Giochi Preziosi, a well-known player in the Italian toy manufacturing and distribution industry. Under the terms of the franchise agreement, GP has acquired exclusive rights to manage Hamleys stores throughout Italy.


The store is located in the heart of Milan, on the famous Corso Vittorio Emanuele II street, a bustling thoroughfare adjacent to the historic cathedrals of Piazza del Duomo and Piazza San Babila. The grand opening of a flagship store in Rome will soon follow the opening of this store.

Spanning over 13,300 sq. ft., the flagship Milan store is spread across two levels. Staying true to the brand's essence of fun, magic, and theater, the new store offers a range of engaging experiences, all centered around play. These experiences include the iconic carousel and thoughtfully curated brand sections highlighting beloved toy brands like Lego, Nerf, and Barbie.

Hamleys was founded in 1760 by William Hamley and was acquired by Reliance Brands Limited (RBL) in 2019. Hamleys has 191 stores in 15 countries worldwide, but its heart remains in its globally renowned Regent Street store. Hamleys is expanding into new markets, with the recent opening of its first store in Albania and Kosovo in the Balkans and expanding its presence in existing territories such as India and the Middle East, where it has opened a store in Qatar.

“Guided by our singular vision: crafting memories through the joy of play, we are looking forward to becoming a centerpiece store in the popular shopping and tourist destination of Corso Vittorio Emanuele II, Milan. The new store launch is timed perfectly with a refreshed store design concept, and we’re eager to weave new unparalleled experiences for children and families,” says Sumeet Yadav, CEO, Hamleys Global.

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