The Entertainer heading to India

UK toy retailer partners with Hamleys owner Reliance Brands Industries as master franchisee, which will roll out the first locations in Mumbai early this year

Written by Rhys Thomas

Posted 23.01.2020 | Retail

The Entertainer heading to India thumbnail

The Entertainer is teaming with Hamleys owner Reliance Brands Limited to bring its stores to India.

RBL has signed a master franchise agreement with The Entertainer, and plans to rapidly open toy shops in an “aggressive store rollout” beginning in Mumbai in the first half of this year.

This partnership with RBL is part of The Entertainer’s strategy to tap into the booming Indian market. RBL has previous franchise experience: it was for many years the largest Hamleys franchisee before it acquired the London toy brand in 2019.

Gary Grant, Co-Founder of The Entertainer, says: “We’re delighted to announce our partnership with Reliance Brands Limited, bringing The Entertainer to India. We believe that our community based stores, offering the very best brands and licenses at fantastic value price points, are a great fit for the market.

“India is a key priority as we continue our international expansion and Reliance Brands are a highly professional and dedicated team with extensive retail knowledge and experience. We’re looking forward to working with them and to bringing all the fun of The Entertainer to India.”

Kinjal Shah, Group Vice President of Reliance Brands Ltd, says the firm is “thrilled” with the partnership, which will bring the kind of “next door, community-led shopping experience” current lacking in India’s retail landscape.

“Indian toy industry is growing at a healthy pace,” Kinjal adds. “The Entertainer can fill [that gap] effortlessly along with their exceptional in-store experience and strong omni-channel strategy.

“Additionally, the unique proposition of The Entertainer will be their value price points across diverse multi-brand assortment, with a very strong private brand play.”

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