Hamleys China opens super store in Xuzhou

Hamleys China has opened its second store, covering three levels in Xuzhou Sanpower International Plaza.

The UK retailer offers more than 1000 SKU in the store, with 80 types of toys from more than 50 brand suppliers. There are also several play zones.

Covering 10,000sqm, the store can cater more than 50,000 customers a day. It surpasses in size it previous largest store, the Lubyanka Store in Moscow. Hamleys has 114 stores internationally.

Founded in 1760 with a store on London’s Regent Street, Hamleys is the oldest toy retailer in the UK. It entered the Chinese market in 2015 with a flagship store at the Sanpower International Plaza in Nanjing, with a total floor space of about 7000sqm.

Xuzhou Hamleys is styled differently, as a traditional British toy kingdom with a wider range of child-related products such as apparel. There are also family experience and entertainment activities.

On the first floor, the retailer’s best sellers are on display as well as children’s apparel, fashion brands and products with such brands as Ape Kids, Balabala Kids and New Balance.

Considered the command centre of the store is the Toys Playground on the second floor. It offers Hamleys’ classical brands such as Barbie, Disney Princess, Harry Potter, Lego, Peppa Pig and Transformers.

On the third floor is the Infants and Creativity Zone. This features The Bath, a swimming area, with educational activities as well as family DIY workshops. There are also child-care services, educational robots, and a painting and baking workshop for children.

Also on the third floor is a special venue for birthday parties.

Other activities exclusive to the Xuzhou store include a spiral slide, the Ocean Ball Pool, Water World and a merry-go-round. Nanjing’s Nerf Zone is replicated at the store.