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Alceon rolling out Lego stores across Australia

Alceon Group on Wednesday revealed plans to significantly expand the footprint of Lego stores in Australia.

New stores are set to open in New South Wales, Victoria and Queensland over the coming months, with South Australia and Western Australia to follow in 2020.

A store is also set to open in Westfield Newmarket in New Zealand later this year.

Alceon, which holds the rights to Lego-certified stores in Australia and New Zealand, opened the first standalone Lego store in Westfield Bondi Junction in March, which executive director Richard Facioni said has “captured the imagination of all generations”.

The store is centred on providing interactive experiences, with a pick-a-brick wall, build-your-own-minifigure stations and play tables, where kids can assemble their own creations.

The store has benefited from the growing popularity of the Lego brand in the region, thanks to the arrival of the top-rated Lego Masters reality show, Facioni told The Australian Financial Review.

Alceon plans to capitalise on this momentum, with the first new store to open in Broadway Sydney in late 2019.

The company said it has secured prime positioning on Level 2 of one of Australia’s highest performing shopping centres. The store, like the Bondi Junction location, will feature exclusive, customised design elements and brick-built symbols.

“The introduction of further LEGO Certified Stores in key locations will accelerate the reach of this leading global retail concept, as we build on the excitement and emotion intrinsic to the iconic LEGO brand,” Facioni said in a statement about the expansion.

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.

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