Lego to build up clothing store

The first Lego branded children’s clothing store in the UK is poised to open on London’s Oxford Street.

A design featuring a Lego brick store fascia has been created for a site within the West One shopping centre.

The store will be branded as Lego Kidswear by QSet, referring to the private UK company which is to operate the stores.

Other elements of the design include Lego style detailing on door handles, balloon machines and giant Lego characters holding measuring sticks with which to check customers’ heights. It was created by Samuelsons Danmark, a Danish retail design specialist.

The store is scheduled to open on 26 August, subject to a successful planning application. Further stores may be opened. Mike Tann, the UK agent for Lego Kidswear, says that if the Oxford Street store works as planned “we will roll out a few more in high profile shopping locations”.

Lego is investigating a number of ways to spread its brand to new products, confirms Tann. These include children’s books.