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Switzerland’s first LEGO Store has opened its doors, representing another step in the LEGO Group’s journey to expand into the German-speaking market.
Located in the Glatt shopping centre in Wallisellen, just outside the centre of Zurich, the store’s opening marks the LEGO Group’s latest push into the DACH region (Germany, Austria and Switzerland). Amid wider global growth, sales in Switzerland actually dipped in 2019 – a result the company claimed to have already course-corrected by the beginning of 2020, but is now presumably hoping to build on further with a retail presence.
The 240-square metre store features all the hallmarks of a traditional LEGO Store, including the latest sets, a Pick a Brick wall and monthly building activities. It isn’t a flagship store, so lacks the showstopping ‘retailtainment’ experiences of the stores in Leicester Square, New York and Barcelona – but a store of any kind will no doubt be welcome among Swiss fans at this point.
Redditor IsaacMrA went along for the grand opening of the store, which included a ribbon-cutting ceremony (without any actual ribbon cutting, it must be said – we blame the LEGO scissors).
If you want to check out Switzerland’s first LEGO Store for yourself, head down to Glatt shopping centre between 9am and 8pm, Monday to Saturday. You can find out more about the store over at LEGO.com.
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