LEGO will open more than 100 new brand stores in 2021

The LEGO Group plans to open a further 120 new LEGO Stores in 2021, including 80 new stores in China alone.

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.

LEGO Store Dusseldorf Opening

“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.

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LEGO Store

Chris Wharfe

I like to think of myself as a journalist first, LEGO fan second, but we all know that’s not really the case. Journalism does run through my veins, though, like some kind of weird literary blood – the sort that will no doubt one day lead to a stress-induced heart malfunction. It’s like smoking, only worse. Thankfully, I get to write about LEGO until then. You can follow me on Twitter at @brfa_chris.

Chris Wharfe

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