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  • Lego announces very first Victorian store

    Lego announces very first Victorian store

    The first Lego store in Victoria will be in Westfield Doncaster, according to local rights-holder Alceon Group.

    The announcement follows the opening of Lego stores in New South Wales, as well as the news that more stores will be opened across Queensland and New Zealand in 2019 – with South Australia and Western Australia in 2020.

    “Victoria is home to one of the country’s largest Lego fan communities and, as a result, a strategic priority of our growth,” Alceon Group executive director Richard Facioni said.

    “We look forward to unveiling a truly world-class retail experience at Westfield Doncaster, as the first of a number of Lego certified stores planned for Melbourne.”

    Facioni said recently that the introduction of further stores in key locations would accelerate the reach of the retail concept, and build on the iconic Lego brand.

    Alceon Group is an investment firm that is one of the biggest retail companies in Australia, following its acquisition of Specialty Fashion Group’s Katies, Millers, Autograph, Crossroads and Millers brands, James Packer’s Pretty Girl Fashion group and Pumpkin Patch.

    The company also has a controlling stake in Noni B and recently acquired a stake in ethical fashion brand Ginger & Smart.

  • Lego store opens with giant figurines in Sydney

    Lego store opens with giant figurines in Sydney

    Lego Group unveiled the first Lego store in Sydney at Westfield Bondi Junction on Tuesday evening, ahead of the official opening on March 21.

    The store includes several features aimed at enabling creativity, including a room with play tables called The Brick Room where kids can build their own creations, the Pick-A-Brick wall, where customers can get exact brick they need and Build-Your-Own Minifigure stations.

    Lego Group vice president and general manager Australia and New Zealand Claus Kristensen said the group was excited about a fantastic year to come.

    “There’s going to be a lot of exciting offerings to all kids and adults,” Kristensen said.

    “It’s fantastic to have a place like this where we can showcase the brand and give everyone that great experience as we continue to inspire the builders of tomorrow.”

    The store features several bespoke creations, including a number of large-scale Lego figurines, some displays of the larger sets that can be purchased, and – as with all Lego stores – a mural showcasing the city the store is located in.

    The Bondi Junction store features a 62,300-brick mural of a Sydney Harbour sunset, which took 282 hours (more than seven standard working weeks) to build.

    “Lego stores around the world are renowned for drawing from local landmarks for a bit of inspiration,” Alceon Group executive director Richard Facioni said.

    The store is the result of a partnership with Alceon Group, which acquired the rights to Lego certified stores in Australia and New Zealand. Kristensen explained that Alceon “understood the importance of the brand”, and noted he believed the group had made the right choice.

    “I’m sure it’s going to be very exciting to see the opening on Thursday,” Kristensen said.

    “I think it’s going to be a bit crazy, we all hope so.”

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