Hamleys toy stores in Russia will be renamed “Vinnie”
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The Russian franchisee of UK-based toy chain Hamleys Wonderkind (part of Alexander Mamut’s Ideas4retail) will rename stores to Vinny, informed Kommersant, citing a source in the commercial real estate market. The range will also be complemented by clothing and footwear.
According to the newspaper, since the beginning of this year, Hamleys stores have opened under a new name in the Moscow multifunctional complex Kuntsevo Plaza, the Capitol on Vernadsky and Metropolis shopping centers. A consultant at one of Vinnie’s stores told the publication that the assortment remained similar to Hamleys.
Kommersant learned about the inclusion of clothing and footwear in the assortment from the job description for the position of manager for children’s clothing and footwear at Vinny stores on HeadHunter.
In 2019, Hamleys operated nine stores in Moscow, St. Petersburg and Sochi. “Kommersant” with reference to the data “Yandex Karty writes that there are currently four Hamleys toy stores in Russia. In particular, in the Central Children’s Store (TsDM) on Lubyanka, in the Moscow shopping centers “Oceania” and “European”, in the “MoreMall” in Sochi. It is specified that the toy chain store in the Central House of Children’s House will close soon.
According to the managing partner of Vanchugov & Partners, Alexei Vanchugov, Hamleys’ problems in the Russian market arose due to “inflated prices for products compared to other chains” and increasing competition from Detsky Mir. Nadezhda Tsvetkova, head of retail space leasing at CORE.XP retail department, does not expect Vinny stores to expand outside million-plus cities, including Moscow and St. Petersburg. Since these outlets operate in the “middle plus” price segment, Tsvetkova believes.
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