The ongoing coronavirus pandemic will not scupper plans to roll out 80 new brand stores across China, the LEGO Group has insisted, despite the impact the virus has had on supply chains, its LEGOLAND parks and global offices.
Speaking with the Asia Times, the Danish toymaker has underscored its design to expand across the Chinese markets, with its ambitious plans for its 80 store roll out this year still underway. This all comes despite the impact the global fight against Covid-19 has had on its supply chain this past month.
“I think more and more the middle class population, they are looking for quality, they are looking for good reputation of the brand. I think at LEGO we are in a good position to meet the increasing demand from Chinese consumer,” said Paul Huang, general manager of LEGO China.
“Of course in the short term, that might have some impact in terms of the pace we open the stores, however we are very committed to open 80 new stores in China. We don’t change the target, and we are expecting to be in a good position to deliver our performance this year.”
While other countries are currently feeling the impact of coronavirus prevention measures, China is seeing a slowdown in new cases.