Retail in Asia

In Shops

Lego opens first Australia flagship store in Sydney


Danish toymaker Lego will open its debut store in Australia.

SEE ALSO : Lego’s big prospects in China

Located at Sydney’s Westfield Bondi Junction shopping mall, the two-storey Lego store will serve as the company’s first standalone store in the Australian retail landscape, according to local media reports.

Local firm Alceon Group, the largest shareholder in Australian retailers Noni B and SurfStitch, has been entrusted with the launch, given the rights to run Lego-certified shops in both Australia and New Zealand.

“As one of the world’s most powerful and most recognised brands, we are proud to partner with The Lego Group to bring this leading retail concept to Australia,” Alceon Group executive director Richard Facioni told reporters.

Reflecting the local Australian culture, the European kid’s brand has designed a 302-square-metre store that features a wall-mounted Opera House and Sydney Harbour Bridge mosaic – all built out of Lego, the Lego Group said.

In addition to the wall, tables have been erected for customers to use and build their own creations while instore, as well as a dedicated area for children’s parties. There’s also a Lego brick engraving service on offer too.

“2019 is an exciting year for Lego [and] it’s exciting that we will have a place for Lego fans to come and experience our brand in Sydney as we continue to develop the builders of tomorrow,” The Lego Group vice president and general manager of Australia and New Zealand Claus Kristensen told local media.

Lego Group reported revenues of US$5.5 billion for fiscal 2018, an increase of 4% compared to the previous year. By region, Asia Pacific sales were up 9% with growth particularly strong in China, up double-digits for the year. The Lego Group said it plans to open 80 stores in 18 cities across the region this year.

SEE ALSO : Lindt opens first “premium chocolate” store in Sydney

The new Sydney store is now opened.