Lego opens stores in several cities in Bulgaria

The emblematic plastic construction toys company - Lego - will open several official stores in Bulgaria. The first company store will open doors in Sofia, at Paradise Center, on 19 December. The plans of BravoGroup Holding - the official representative of the global brand - are to open stores in several other Bulgarian cities.

We are considering opening stores in Plovdiv, Varna, Burgas as well. But we still haven't decided for sure which city to head next after Sofia", Milena Anachkova, who is responsible for the Lego stores in Bulgaria, explained to Economic.bg.

Toys from all over the world will be available in the first Lego store in Sofia. There will also be dedicated spaces in the shop where the different construction sets can be played with and tested. According to the store manager, the company will fully comply with the needs of customers and over time will change its concept if necessary.

We strive to bring our offer as close as possible to the concept of Lego stores that people have grown used to in other countries. We will analyze the market over time and we will exclusively comply with the wishes of the customers. If there is something that they want in the store, which was not there at the beginning, it will be added," explains Milena Anachkova.

New opportunities

Lego is a well-known brand in Bulgaria, but up until now, it hasn’t had any official commercial presence in the country. Its goods were thus sold through intermediary retailers. Eight months ago, however, BravoGroup Holding decided to initiate a study for the opening of new representative stores. This is how Bulgaria ended up being chosen instead of two other countries.

People from the company, who are engaged in researching the European market, initially considered two other countries. However, administrative obstacles have made them give up and look for a new destination. Then quite by chance, they decided to explore the possibilities of opening a store in Bulgaria. They saw that our country offers great opportunities and opted to invest here," says Anachkova.

It is not clear which the other two countries that Bulgaria managed to "win" against in the bid for hosting the official brand stores because according to Anachkova, this is a corporate secret.

Translated by Tzvetozar Vincent Iolov