Dozens of new LEGO stores have opened in 2024, including the largest in Southeast Asia

The LEGO Group continued to open new brick-and-mortar stores at a phenomenal rate in the first half of 2024, including its largest in Southeast Asia.

The Jakarta LEGO Store is the biggest among the 11 countries that make up the geographical region of Southeast Asia (Brunei, Myanmar, Cambodia, East Timor, Indonesia, Laos, Malaysia, the Philippines, Singapore, Thailand and Vietnam), and is just one of 41 new official brand or certified LEGO stores that opened their doors for the first time between January and June 2024.

Provided none of its previous stores shut up shop in that same period, it brings the global total to a staggering 1,072 LEGO Stores. (The LEGO Group reported that 1,031 LEGO Stores were operating by the end of 2023.) The new physical locations are part of the company’s broader investments in the first half of 2024, with spending up from DKK 3.6bn (£407m) in the first half of 2023 to DKK 4.5bn (£508m).

The LEGO Group says it saw ‘increased footfall in stores’ in the first six months of this year, with ‘exceptional shopper satisfaction scores’ both in physical locations and online. Other investments made in the first half of 2024 include expanding the company’s supply chain network, with a new distribution centre in Belgium and continued progress on its new factories in Vietnam and the US.

These new LEGO Stores have opened amid a climate of increased profits in Billund, as the LEGO Group saw sales and revenue skyrocket in the first half of 2024.

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