One of the world's most famous toy makers is planning a mass opening of stores in malls around the world.
According to the company representatives, in 2019 it is planned to open more than 70 stores worldwide, not counting China. As for the Celestial Empire, Lego has absolutely grandiose plans there - by the end of this year another 80 stores will be opened, as a result of which Lego will have 140 stores in 35 cities in this country. After the announced plans are put into action, the total Lego stores in the world will be almost 600 pieces. It also announced its intention to open a representative office in Mumbai, India. The country is developing rapidly, and the company expects that in 10 years, the number of children in middle-class families who can afford to buy Lego bricks will already exceed 100 million.
Also contributing to the expansion of the Lego network is the fact that American shopping centers are literally hungry for tenants. The American market is still extremely important for the company, even if it does not experience such impressive growth as the Chinese one. But it is important not only to offer goods to consumers, but also to correctly present them. Previously, the company placed goods in a special way in the stores of the Toys R Us chain, now bankrupt. Achieve something like this Walmart stores or target much more difficult and opening your own outlets can be a great solution. In Lego stores, all goods are arranged according to certain rules, in addition, children have the opportunity to play while parents make a purchase.
The company previously posted strong sales growth, although net income fell due to investment in new retail outlets and e-commerce development. However, even despite the reduction in operating profit, Lego still shows performance several times higher than that of competitors in the face of Hasbro and Mattel. The best-selling sets were the Lego City, Creator, Friends and Technic series, as well as sets with Star Wars and Marvel characters.