I like Hamleys. Unlike supermarket-style toy stores, it offers a special experience for kids and adults alike, and reminds me of the days before brands like Toys R Us dominated the market.
In fact, as I’ve discussed often with Chris Lake, such a well-loved brand, known for quality and great in-store experience, should be able to thrive online, especially at this time of year.
Indeed, It appears that it is doing well offline. It’s expanding, but I don’t think it’s making the most of digital.
This post takes a close look at the site, and the general impression is that it hasn’t kept with with the growth of ecommerce over the past few years.