Lego. What retail crisis?
For the Danish toy retailer Lego (678 stores in the end of December), 2020 was the year for breaking records. Boosted by successive lock downs worldwide and by Asia’s extreme dynamics, Lego’ profit reached €1.3 billion last year (up by 19%) for a turnover of €5.87 billion. Net margin now stands at 27% of turnover. Sales growth doubled from +5.6% in 2019 to +13% in 2020.
Brick-and-mortar remain at the heart of Lego’s war machine.