The LEGO Group still plans 80 new stores in China

Despite the coronavirus pandemic, the LEGO Group still plans to roll out 80 new brand stores in China this year.

While coronavirus has had an impact on the LEGO Group, leading to employees working from home, the closure of LEGOLAND parks and impacts on supply chains, the company still plans to continue with an ambitious LEGO Store strategy for 2020. The new comments reiterate what the LEGO CEO said a few weeks ago.

“I think more and more the middle class population, they are looking for quality, they are looking for good reputation of the brand. I think at LEGO we are in a good position to meet the increasing demand from Chinese consumer,” Asia Times reports Paul Huang, general manager of LEGO China, as saying.

“Of course in the short term, that might have some impact in terms of the pace we open the stores, however we are very committed to open 80 new stores in China. We don’t change the target, and we are expecting to be in a good position to deliver our performance this year.”

While other countries are currently feeling the impact of coronavirus prevention measures, China is seeing a slowdown in new cases.

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Graham was the Editor up until November 2020. He has plenty of experience working on LEGO related projects. He has contributed to various websites and publications on topics including niche hobbies, the toy industry and education. Follw Graham on Twitter @grahamh100.

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