The LEGO Group is considering opening stores on cruise ships

The LEGO Group is planning to expand its travel retail presence by opening brand stores aboard cruise ships.

The company opened its first travel store in the US at Salt Lake City International Airport late last year, and is drawing up plans for an entire network of airport stores across the country.

Not content with conquering just land and air, though, the LEGO Group is now also looking out over the sea. According to Head of Expansion and Training Sebastian Alt, the company is currently investigating new retail opportunities in the cruise industry.

Speaking to The Moodie Davitt Report, Alt explained that the LEGO airport stores – the first of which was opened in partnership with Marshall Retail Group, and therefore more closely resembles a LEGO Certified Store than a traditional LEGO Store – are just the beginning of its retail expansion plans.

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Image: The Moodie Davit Report

“The LEGO Airport Stores engage the shopper, reignite childhood memories and bring a smile to their faces,” Alt said. “Plus, there is always something new and exciting at our stores. Apart from that, we are also looking for new opportunities within the cruise channel and can’t wait for cruise lines to set sail again.”

The ongoing pandemic has obviously taken a toll on the travel industry, and cruise lines in particular. But with vaccines currently being rolled out worldwide, Alt remains optimistic that these sectors will return in full force – and present plenty of opportunities for the LEGO Group to grow its brick-and-mortar presence.

“Travel retail needs to [create] an engaging and safe shopping environment, which will be key to success in the near future,” he continued. “I believe that we will see a growing business compared to 2020. However, we don’t expect the real take off to happen before late summer this year.”

You can find out more about the LEGO Group’s first airport store, including whether it offers VIP points and gifts-with-purchase, by clicking here.

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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.

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