The two stores are planned to open just before the Christmas season, and the retailer claims the stores will have the “widest selection” of the latest Lego sets and a host of play experiences, activities and events only available in store.
Alison Wood, LEGO Stores UK, Benelux and Scandinavia district senior manager said: “Builders of all ages can visit and be inspired by the endless play opportunities inside our new LEGO stores in Birmingham and Southampton. Whether you’re one or 100 there is something for you to get excited about.”
In March, the Lego Group also announced it was looking to expand into China, despite the fact it is set to cut 8% of its global workforce.
The company’s Chinese ambitions follow “strong” financial results for the 2018 financial year, which saw revenue rise by 4% up to £4.1bn during last year with profits hitting £900m. The move to cut staff comes as part of the company’s efforts to “reset” the business after it announced it was “stabilising the business” in 2018.
In March 2018, Lego announced that sales had decreased for the first time since 2004, with the brand blaming a crowded toy market and the fall of Toys R’ Us damaging consumer exposure.
Lego CEO, Niels B Christiansen, said at the time: “We are especially encouraged by our progress given the challenges facing the toy industry and the departure of specialist retailers such as Toys R Us that went under last year.
“These shifts gave us the opportunity to strengthen our partnerships with retailers and find new ways to connect with shoppers and consumers across digital and physical channels. We also grew market share in our largest markets around the world, bucking industry trends.”