Lego announces very first Victorian store
In this article (5)
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.
Questions & Answers
Q.Which company will operate the new Lego store in Victoria?
Which company will operate the new Lego store in Victoria?
The local rights-holder, Alceon Group, will be responsible for operating the new Lego store in Victoria. They are an investment firm and one of Australia's largest retail companies.
Q.Why is Victoria a significant location for a new Lego store?
Why is Victoria a significant location for a new Lego store?
Victoria is considered a strategic priority for growth because it is home to one of Australia’s largest Lego fan communities. This makes it an important market for the brand.
Q.What other retail brands are owned by Alceon Group?
What other retail brands are owned by Alceon Group?
Alceon Group owns brands including Katies, Millers, Autograph, Crossroads, Pumpkin Patch, and has a controlling stake in Noni B. They also recently acquired a stake in Ginger & Smart.
Q.When are more Lego stores expected to open in other states and countries?
When are more Lego stores expected to open in other states and countries?
More Lego stores are planned for Queensland and New Zealand in 2019. South Australia and Western Australia are expected to see new stores open in 2020.
Reader pulse
Is this a smart move for Lego in Victoria?
22,345 votes so far