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Dec, 17 2016


British toy retailer Hamleys, which began its operation in 2010 in India, sees a huge potential in India and plans to open more toy stores here. In an interview with Joyshree Saha, Karandeep Singh, Business Head, Hamleys India shares the brand’s USP, reta...

There exist many players in this segment, how will you create a niche for yourself?

Hamleys stands out for its customer engagement and in-store entertainment. Another important aspect that sets us apart from the existing competition in the market is our curated collection of toys. A big part of the assortment is exclusive toys and merchandise that are only available at a Hamleys store. Additionally, we have always led the way of current consumer preferences and brought the latest and best available collection globally. We keep adding new sections of toys such as STEM toys (science, technology, engineering, and mathematics), augmented reality and tech toys.

What is your pricing strategy? What is the sweet price spot that you have observed?

We have toys starting from Rs 100 and go till Rs 80,000. These start with small figurines, 3D puzzles and extend to battery operated ride-ones such as segways, hoverboards and electronic scooters. The sweet price spot at Hamleys is around Rs 700-800. Some of our best sellers are a part of this category, comprising of bubble guns, two pack planes, squab sets etc.

What’s your onmi-channel strategy? Do you sell through own ecommerce or through marketplaces?

In keeping with today’s prevalent online shopping, we do retail with e-commerce partners such as Amazon, Flipkart, Snapdeal et al. This also includes popular just in time delivery models like Scootsy, Grofers and

What are your expansion plans?

We currently have 26 stores across 14 cities in India. By end of this fiscal, we plan to have around 32 stores in 18 cities. We see huge potential in India and will continue to grow in double digits in coming years. 

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