It’s part of the company’s drive towards what it calls an ‘omnichannel network’, operating in tandem with LEGO.com. Despite the pandemic forcing retailers around the world to close in 2020, last year saw 134 new LEGO Stores open globally, including 91 in China.
That means by the end of 2020, there were a total of 678 LEGO Stores open worldwide. This year will see that number rise to an even more incredible 798 physical retail locations.
“People are looking for unique and memorable physical brand experiences, so we will continue to invest to expand our global retail footprint, as well as elevate our instore shopping experiences,” said the company’s CEO Niels B. Christiansen.
“This approach strengthens our brand, creating a positive impact across all channels. We will also further build our e-commerce capabilities to support online shopping on our own and our partners’ platforms.”
According to the LEGO Group’s latest annual report, 2020 represented a ‘tipping point in the retail industry’, as consumers were forced to shift to e-commerce amid COVID-19 lockdowns. Case in point, LEGO.com’s traffic ballooned to 269 million visits last year alone, almost double the number in 2019.
The website coped with that increased traffic due to a ‘multi-year investment effort’ into the LEGO Group’s online platform, which includes a significant makeover (and rebrand from shop.LEGO.com) in 2019.
That said, the company clearly isn’t putting all its eggs in one basket, with at least 40 new LEGO Stores set to open outside China later this year. Among those will be new stores in Edinburgh, Brussels and Stuttgart.