Hamleys opens in South Africa by Dave Nemeth

An interesting article written by our Trend Consultant, Dave Nemeth this was published by Biz community.

Thursday, the 20th of August, saw the grand opening of the worlds oldest toy shops in the world, Hamleys, right here in Gauteng at the Greenstone Mall, in Edenvale.

"Hamleys is the oldest toy shop in the world and one of the world's best-known retailers of toys. Founded by William Hamley as "Noah's Ark" in High Holborn, London, in 1760, it moved to Regent Street in 1881. Wikipedia"

News of this immediately caught my attention for a variety of reasons; firstly, recent articles of mine about the decline of various large retailers have been met with a slew of comments about the economy that is to blame. Secondly I have never really grown up and any trip to London will find me planning a trip to the Regent Street store for the remarkable experience that allows me to forget all adult thinking and simply immerse myself in an amazing fantasy land.

The big question was whether they would be able to pull of this amazing experience here in good old South Africa? Most local retail is far from creating great window displays, never mind great in store experiences. We are currently seeing some legendary brands and large retail groups, who were at the top of their game for years, failing dismally. Many have sadly woken up to late and already closed their doors. Currently there are a host of international brands entering the South African retail landscape and doing great things, the disruption they are creating is not being countered in any way by the local brands. With that being said, there are a handful that are pulling out all the stops and really trying to create a new level of retail.

The Hamleys opening experience began with a parade led by their famous Ringmaster, accompanied by a marching band and every single comic character you can think of. From Spiderman and Sleeping Beauty through to Darth Vader and Chewbacca. The costumers were far from cheap and nasty, with every detail having been meticulously thought through. The parade was greeted at the entrance to the store by hundreds (If not well over 1000) of cheering fans both young and old. It is important to note that this was a weekday afternoon so they had clearly got their pre-marketing correct, to attract such a great crowd.

The size of the store is a fraction of the size to the Regent Street monstrosity, which I believe is perfectly suited to a mall environment, as well as if they are looking to successfully expand their footprint. The interior is exceptionally well laid out and an absolute visual feast, without being cluttered and looking like a Chinese bazaar. The props are great and include large cranes, through to large Lego masterpieces. There are in-store displays and interaction all the way through the store just like their international counterparts. The quality of merchandise was fantastic with many big brands, but certainly something for everyone and I didn't find the pricing at all excessive.

There is no doubt in my mind that Hamleys is going to grow and destined to become the largest toy chain in Africa, that is of course if they can keep doing exactly what I saw at this opening. But what does this mean for their competitors and other local retailers? I am afraid the answer is simple; catch up or die! As harsh as that sounds, it is without a doubt the truth. There are a host of international brands looking at entering this market, using this as a springboard into the rest of Africa. If local retail is to stand the slightest chance of succeeding against these up to date traders, they will have to change their thinking and adopt new measures urgently that will create outstanding experiences through every single touch point. From apps, online buying and brick and mortar stores, the dynamics will need a huge overhaul, not to mention service levels and the proper training of staff.