After acquiring British expensive toy brand Hamleys a few years back, Reliance has now ventured into the cheap toy space as well. Reliance Retail has introduced its brand of affordable toys, Rowan. Through this, Reliance will make available cheap toys in small shops. The company has been operating its toy distribution business through Rowan.
Reliance has opened its first exclusive brand outlet (EBO) of this brand in Gurugram in the National Capital Region in the last quarter. The size of this store is 1,400 sq ft. Thus, Reliance Retail will have a wide range of affordable branded toys, including Rowan and many more, industry sources said. It also has the products of British toy brand Hamleys.
Hamleys was bought in 2019
Hamleys is the world’s oldest retail chain of toys and was acquired by Reliance in 2019. While the offerings from the brand will be in the premium segment, Rowan will help Reliance Retail carve a niche for itself in the wider and less expensive toy segment through its affordable offerings, the sources said.
What will be the difference between Hamleys and Rowan
While Hamleys stores are larger, Rowan’s stores will be smaller and between 500-1,000 sq ft. Gaurav Jain, Head of Strategy & Business Development, Reliance Retail, said, “We have launched Rowan, a new and smaller version of a toy store that will sell affordable toys.