Premiere at the Glatt Center
Lego opens its first store in Switzerland
Toymaker Lego opened Switzerland’s first Lego store in the Glatt shopping center in Zurich on Thursday. However, Lego does not view its store as a competitor to the sales channels through which Lego kits are otherwise sold.
The Lego toy company has opened its first Lego store in Switzerland. The store is located in the Glatt Shopping Center (Iconic Image)
“The Lego store is an addition to the toy trade,” Karen Pascha-Gladyshev said as she visited the 240-square-meter store on Wednesday. Pascha-Gladyshev is responsible for the German-speaking markets at Lego. She says you can offer attractions in your stores to the Lego fan community and potential new customers as well, which would help strengthen the brand overall. In experience, other retailers have also benefited, according to Pascha-Gladyshev.
Lego stores have long existed in countries bordering Switzerland. It is therefore surprising that the Danish toy manufacturer has just opened a Lego store in Switzerland. Because for Lego, Switzerland is one of the most important markets, as Pascha-Gladyshev explained. However, Lego does not provide information on sales in Switzerland.
Historically speaking, Lego and Switzerland were once closely linked: there was a production plant for Lego bricks in Switzerland and Baar also had the European headquarters for marketing and sales for a short time. In 2006, however, the plants in Steinhausen in the canton of Zug and Willisau in the canton of Lucerne were closed and marketing activities were transferred to Denmark.
(SDA)
