Lego to open Sydney flagship store

Image: Getty

The Lego Group will open a flagship store this March in eastern Sydney after investment company Alceon Group secured the rights to open standalone Lego shops in Australia.

The opening of the Westfield Bondi Junction store coincides with the release of the second Lego movie, and is a result of Alceon Group entering a partnership with the 61-year-old Danish brand.

While there’s only one store confirmed so far, Alceon director Richard Facioni believes there is scope to open another one or two standalone stores in every capital city, according to the Australian Financial Review.

“There are very few brands that rank up there with Lego. When the opportunity presented itself to partner with them to roll out stores in Australia and New Zealand, we jumped … because it’s such a unique opportunity,” Facioni told the publication.

Alceon Group has a history of turning around brands, including Noni B, Millers and Katies and is one of the largest investors in the Australian retail sector.

Lego opened a standalone store in the Gold Coast Dreamworld centre in 2016, while Melburnians enjoy the Legoland Discovery Centre.

The new Lego stores will stock products unavailable at other retailers, as well as other interactive experiences. It will also feature larger-than-life models of Sydney icons and Lego play tables.

“Lego stores are a lighthouse for the Lego brand and an inspiring, interactive experience for enthusiasts of all ages,” Lego Group Australia and New Zealand general manager Claus Kristensen said.

“Children and parents are invited to experience a world beyond their imagination as they venture for the first time inside the new store.”

There’s a trend here

The move comes just months after Disney made similar inroads into the Australian sector.

The entertainment juggernaut opened an exclusive floor at the David Jones CBD store in November, complete with a Lego Mickey, exclusive items, children’s entertainers, cafe and interactive experiences.

Managing director of the Walt Disney Company Australia and New Zealand, Kylie Watson-Wheeler told Yahoo Finance they decided to launch the floor to entice shoppers away from online shopping and back into bricks and mortar stores.

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