New Zealand's first LEGO store is coming this year

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View image at flickr

New Zealand's first stand-alone LEGO store will be opening late this year in Auckland's up and coming mall.

Alceon Group today announced it will open New Zealand's first LEGO Certified Store in late 2019 at Westfield Newmarket and provide an immersive new retail experience for brick enthusiasts.

The Auckland flagship store will be a custom-built interactive retail space with exciting features including signature LEGO 3D brick models inspired by New Zealand icons.

View image at flickr

A LEGO feature inside Westfield Bondi Junction's LEGO store. Photo / Westfield Bondi Junction Facebook

Richard Facioni, executive director at Alceon Group, said the store would capitalise on the enduring appeal of the LEGO brand and bring a world-class retail concept to New Zealand.

"We are delighted to bring this leading global retail experience to Auckland and are confident that LEGO fans of all ages will respond very positively to the creativity, innovation and excitement that are hallmarks of LEGO Certified Stores," Facioni said.

"The opening of Alceon's first LEGO Certified Store in Auckland is an important strategic milestone as we continue to strengthen our position as a leading ANZ retail investment group.

"We look forward to the New Zealand debut of LEGO Certified Stores as we unveil a unique and immersive Lego retail experience."

The announcement comes after Alceon Group was given the rights to open stand-alone certified LEGO stores in Australia and New Zealand under a partnership with The LEGO Group.

Scentre Group, which owns New Zealand and Australia's Westfield malls, opened a LEGO store in March at Westfield Bondi Junction.


Source: Megan Harvey - NZ Herald

23 comments on this article

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By in New Zealand,

Disappointing that it's only a Certified Store, so no VIP, no promos, ... but at least there could be Pick-a-Brick!

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By in New Zealand,

Yeah we neeeed pick a brick. Time they stopped neglecting us

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By in United States,

I still don't get the whole Certified Store nonsense... I'm mean concept??? We have them in Singapore. They put the mom & pop shops out of business or at a severe disadvantage without giving LEGO fans access to true VIP access, etc, etc...

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By in New Zealand,

I won't be travelling to Auckland from Napier to get my LEGO fix. I can get all my LEGO locally with good discounts off retail.

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By in Finland,

I wish LEGO would open brand stores to other countries too. A brand store in our country would be nice. Some of the stores in my country are suffering from poor selection.

Opening a store in here would be a small price to pay for salvation.

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By in New Zealand,

Oh Wow!

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By in United Kingdom,

Another good reason for me to revisit this fabulous country.

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By in New Zealand,

That is good news. Until a few months ago I was working in Newmarket a few hundred meters away from the construction site of this new mall. I guess for normal retail sets, Toyco will still be the place to buy from with often 20 or 25% off.

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By in Australia,

Too bad it's not a brand store. Certified stores are kind of useless unless you have a lot of money you need to get rid of fast.

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By in France,

Good new. Having read so many comments of NZ AFOLs about the way it was difficult for them to get sets at reasonable prices, hope this will help them a bit. Wait. Prices will be the same? But no need to import from foreign retailers/countries, so no custom extra fees and shipping costs, but purchases directly from the store. This should be better for you? Or am I wrong?
Edit : I should have read previous comments before adding mine.

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By in United States,

It’s about time they get a LEGO store, even if it is just a certified one ;)

Congrats to those who live in New Zealand

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By in United States,

What is the difference between a certified store and a regular store? I hadn’t heard of “certified” until this article.

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By in United States,

Anyone else having issues with [email protected] today? Upon login in, VIP is being advertised to me, despite already having a balance of $150+. Said balance isn’t displaying in my menu as it usually does. Also, the layout is different, and all of my recent orders are all dated back a day.

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By in United States,

Me: "A Lego Store in New Zealand? Thank heavens. Now they'll stop complaining everytime a Lego Store opens in a new place in the USA. No more 'Lego is neglecting us, I can't believe some other US town has a Lego Store and we have none!'"

Reads Article *Lego "Certified Store"*

Me"Just a Certified Store?!?! CERTIFIED?!?! Son of a..."

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By in United States,

@ronvining: The LEGO Certified Store program was started as a way for LEGO to create a more cohesive brand identity in places that already had third-party "monobrand" stores that specialized in selling LEGO. In a lot of cases, these stores already promoted themselves as LEGO stores or used LEGO signage on their storefront.

LEGO was concerned this might create brand confusion or reflect badly on the overall brand. due to the stores not offering the kind of consistently high-quality shopping experience that LEGO wants customers to associate with their brand.

At the same time, it would seem mean-spirited or shady for a big multinational company like LEGO to pursue litigation against or try to open their own stores competing with local retailers, who not only could be counted on to purchase LEGO products at wholesale, but also in a lot of cases had made considerable contributions in raising awareness of the LEGO brand in places that LEGO hadn't previously had a strong foothold in.

By partnering with LEGO, these stores can get perks that might not always be available to other third-party retailers (like the ability to carry certain items normally only available through LEGO Brand Retail, or access to training programs created by the LEGO Group).

They also get greater assurance of LEGO not opening nearby stores that will compete with them and not seeking litigation against their use of the LEGO brand name. In exchange, they agree to uphold the LEGO Group's usual standards for branding and customer service.

It's probably not a foolproof system, but it's a better way for LEGO to avoid independent retailers thinking of them as the "bad guy" than opening their own competing retail stores would be. More details here: https://lan.lego.com/news/overview/lego%C2%AE-certified-store-program-lcs-r39/

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By in United States,

Thank you TLG, you've just given me yet another reason to want to move to New Zealand :)

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By in New Zealand,

I'm going to guess the only advantage to this will be the fact we won't have to wait months for some sets to be released. We still haven't got the Tantive here yet, that's still a month away. We still get massively stiffed on the price in New Zealand though. As Allansmith said, why go to Auckland when Napier has one of the best toy shops in the country for Lego

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By in Hungary,

@Block-n-Roll: In Hungary we don't have LEGO stores, nor even Certified LEGO Stores.
However we have three Monobrand storesin Budapest (operated by the same company). The shops look like a regular LEGO store, they keep all current LEGO sets, have Pick-A-Brick wall, they run their own VIP program (similar to LEGO's VIP), and they have their own promotions, that are similar to LEGO's promotions, sometimes even better (e.g. lower purchase treshold to get freebies).
Nonetheless some prices are better than LEGO's own RRP, but they can have ridiculous priceing as well, especially on polybags. They regularly part out sets into parts and minifigures, so you can buy standalone minifigures (usually for ridiculous prices, but at least you can)
So I don't think a real LEGO Brand Store would be better.
I hope, your certified store will be similar to our monobrand ones.

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By in Japan,

I want so bad move to NZ...

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By in Puerto Rico,

Nice, great castle BTW.

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By in United Kingdom,

When I was down under at the beginning of this year, ahead of Brickvention, I went on an adventure tour of NZ's South Island. Was thinking of going back and doing North Island next year; this is certainly an incentive!

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By in New Zealand,

@AllanSmith and @Radarshane : Which store in Napier are you talking about? I've moved down from Auckland a few months back and the only decent-ish place I've found is Toyworld, but their selection seems a bit limited here.

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By in United States,

Thanks for the note @Aanchir. I was being 'tongue n cheek' when I said I don't get it. I was talking from the perspective of the consumer who, while now will have greater access to LEGO stock...and a more familiar LEGO-Branded experience... they will pay higher prices and have no access to VIP, [email protected], etc...

As a retail consultant, I am fully aware of what the LEGO Certified Store is and why LEGO created the concept. While LEGO may have attempted to not "appear" to be the bad guy...as you stated, tell that to the mono brand store owners who carried LEGO's water for decades.

I have a close friend, who had 5 LEGO mono brand shops in Singapore. They were asked to meet at LEGO's Asia HQ in Singapore, several years ago, given the plan...without any input. They were told, flat-out, that XYZ mono brand chain would become their Certified partner and within 3 years, they (and all other mom & pops) should diversify beyond LEGO products as after that date they will be shut out from ALL premium with purchase promos, exclusives, direct to consumer products, etc, etc...they would later have their access to supply reduced and wholesale pricing would change.

Certified shops are closer to the LEGO brand experience... but it is a charade!

NOTE: LEGO isn't the only company to follow this practice. Apple and others, have done the same... Ironically, I was working for Apple at the time, transforming APAC top tier mom and pops into premium resellers... about 6 years later, most were put out of business when an official Apple Retail Store was opened...with 2 more, to open before year's end...the premium resellers will continue to be pushed out. It's likely, in time, that LEGO will follow the same strategy with their Certified Partners.

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