E-business project

Hamleys by Nucleus

Hamleys, the famous London toy shop, was established in 1760 by William Hamley, and just before Christmas 1999, Nucleus helped it launch its UK e-commerce website hamleys.co.uk, including a refined version of the hamleys.com site it built some months before. Nucleus continues to operate and manage the service, acting as Hamleys’ e-commerce partner, through its sister company Equire.

‘Working closely with Hamleys’ chief executive, we identified that e-commerce delivered the greatest potential benefits and, together with our newly-formed affiliate e-commerce company, Equire, we went on to develop an integrated e-commerce strategy and business plan,’ says Nucleus managing director Peter Matthews.

‘We developed the navigation and interface design for Hamleys and worked closely with Hamleys’ directors and Equire to implement the site, which targets the US market with a product offer of exclusive, limited edition toys, gifts and games that are not available in the US.

‘This includes gift wrapping, personalised messages and three-day delivery to anywhere in the US,’ he adds.

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