Hot on the heels of successful openings in Milan and Rome, Hamleys continues to drive its Italian expansion with the opening of its first shopping centre location in Bergamo’s Oriocenter.
The new store opened in partnership with Italian toy manufacturer and distribution, Giochi Preziosi on 25 July and spans 1,150 square metres.
The Oriocenter is a key shopping destination for the eastern area of Lombardy and with its proximity to Orio al Serio – Lombardy’s third largest airport – it also attracts a substantial number of international tourists who typically consider Hamleys stores a must-visit retail experience.
Customers are welcomed by the iconic Hamley and Hattie bear, alongside classic Hamleys features such as a dynamic entertainment team, toy demonstrations, music, dance and bubbles.
The store offers a carefully curated toy selection spanning all play categories and age groups. It includes popular brands like LEGO, Nerf and Barbie, as well as exclusive areas such as Build-A-Bear and Soccerbot. Adding to the charm is the store’s own carousel, a classic merry-go-round.
“Bergamo is a perfect city to bring our very special brand of Hamleys magic to, and our imminent arrival in the Oriocenter has already triggered considerable excitement amongst the local community – children, parents and families alike,” commented Sumeet Yadav, ceo of Hamleys Global. “This partnership with Giochi Preziosi Group for our third Italian collaboration highlights our commitment to spreading joy and wonder across Italy – now a strategically important country to us on our exciting global journey.
Hamleys was acquired by Reliance brands in 2019 and currently boasts 192 shops spread across 17 countries, although its heart remains firmly on London’s Regent Street, where its flagship store continues to be one of the UK’s most visited destinations. It continues to expand into new markets, the most recent being Rome, Sharjah (UAE), Milan, Tirana, Pristina and Doha to name a few.
Enrico Preziosi, founder of the Giochi Preziosi Group, continued: “Giochi Preziosi marks another milestone in the retail development of the British brand, strengthened also by the successes we have recorded with the first Italian store, in Milan, where hundreds thousand people have passed through to date, and in Rome. The presence in the mall of Oriocenter will give us a new reading in terms also of sales, which we will strategically consider for the openings planned on the Italian market in the coming months.”
Want to read more news like this? Simply sign up to our daily digest by clicking here. You can also follow us on LinkedIn and on Instagram (@licensing_source).
