Kiwi shoppers to get first Lego store this year
Wednesday, 10 July 2019
New Zealand's first Lego store will open later this year in Auckland's Westfield Newmarket mall.
Richard Facioni, executive director at Alceon Group, which is opening the shop, said it would capitalise on the enduring appeal of the Lego brand and bring a world-class retail concept to New Zealand.
'We are delighted to bring this leading global retail experience to Auckland and are confident that Lego fans of all ages will respond very positively to the creativity, innovation and excitement that are hallmarks of Lego Certified Stores.'
The shop will be a custom-built interactive retail space, including Lego brick models inspired by New Zealand icons.
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Alceon's portfolio of retail investments includes the online retailers EziBuy and SurfStitch, the children's wear brand Pumpkin Patch, a majority holding in luxury sustainable apparel brand Ginger & Smart, an interest in the leading women's apparel retailer Noni B and discount variety retailer Cheap as Chips.
Price comparison site PriceSpy said New Zealanders' interest in Lego seemed driven by the Lego movie franchise.
It experienced a 67 per cent increase in visitors clicking on Lego products in April, after The Lego Movie 2 was released.
Liisa Matinvesi-Bassett, New Zealand country manager for PriceSpy, said Lego was a household name that resonated with people around the world.
'Whilst its products remain popular across the year, our latest research reveals just how influential the Lego movie franchise is for the brand.
'Overall, our numbers also reveal popularity for Lego products have increased 18 per cent year-on-year.'
She said the most popular Lego products were not those directly aligned with the movie.
Instead, it seemed to inspire interest in older, more expensive items.
General manager of leasing and retail solutions at Scentre Group, which runs the Westfield malls, Andrew Hulls, welcomed Lego's announcement.
'We are transforming Westfield Newmarket into a world-class living centre that will offer unparalleled, first-of-its kind social and retail experiences, bringing together the best local and international brands under one roof.
'With Westfield Newmarket soon to be home to New Zealand's first LEGO Certified store as well as a number of other sought-after and first-to-market brands, we're confident the centre will offer something quite special for New Zealand – a place for locals and visitors alike to keep coming back to.'
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