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Hamleys Swot Analysis

1027 Words5 Pages

Company History: Hamleys
Hamleys is the oldest and largest toy shop in the world and is one of the world 's best-known retailers of toys. It is named after William Hamley who first founded “Noah 's Ark" in High Holborn, London, in 1760. The location of the shop was ideal to attract aristocratic western shoppers.
The flagship London store is set over seven floors and it stocks more than 450,000 individual toys from over 10,000 varieties. It is considered one of the city 's major tourist attractions, receiving around five million visitors each year. The chain has ten other outlets in the United Kingdom and nearly 50 franchises worldwide.
Bombing during World War II did not stop Hamleys trading despite being bombed five times, it did not deter the staff who keep their spirits high by adorning tin hats and serving customers as per normal. In 1938, their efforts were rewarded when Queen Mary gave Hamleys the Royal Warrant and in 1955 Queen Elizabeth II gave the company a second royal warrant as a "toys and sports merchant".
Ownership of the shop passed through the family, and during the period of 2003 it was being bought over by the Icelandic investment company Baugur Group. When Baugur collapsed it was then was taken over by Baugur 's main investor. French toy retailer Groupe Ludendo bought the business for £60 million.

Mode of entry: Franchising
Since 2008 Hamleys has been leveraging its brand awareness by expanding internationally with 74 stores worldwide including Dubai

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