New LEGO Store Opening in Israel Sparks Price Wars with Competitors
Translated & summarized from Vesty by baba
The opening of Israel's 11th LEGO store in Petah Tikva caused massive queues and prompted competitors like KSP to offer significant discounts of up to 50% on LEGO products. Despite competitor sales, the official LEGO Store boasts a wider selection and exclusive offerings. LEGO Israel emphasized its focus on customer experience and community building rather than reacting to competitors' pricing strategies.
The story in 5 lines · by baba
- A new LEGO store opening in Petah Tikva, Israel, drew massive crowds and long queues.
- Competitor KSP responded by slashing prices on LEGO sets by up to 50%.
- The official LEGO Store offers a wider selection of products than discounted competitors.
- LEGO Israel stated its focus is on customer experience, not competitor pricing.
- LEGO has seen significant success in Israel with five new stores this year.
The opening of the 11th LEGO store in Israel, located in Petah Tikva, generated unprecedented excitement and long queues, drawing in an estimated 250,000 members of the brand's consumer club. The 200-square-meter store, which opened on Thursday, October 15th, saw eager fans, primarily children and teenagers, gathering from the morning for its 5:00 PM opening.
Competitors reacted swiftly to the surge in interest. Retail chain KSP announced a 50% discount on many LEGO items, aiming to attract customers seeking savings. However, sources indicate that the official LEGO Store offers a significantly wider selection of products.
An industry insider noted that LEGO stores are highly sought after in Israeli malls due to their popularity, attracting both spontaneous and organized crowds. The brand's success has led other major retailers, including Shufersal and Super-Pharm, to leverage the increased interest by offering discounts, particularly online, whenever a new branch opens.
Another source highlighted LEGO's strong performance in Israel this year, with five new stores, hundreds of thousands of visitors, and extensive marketing efforts including exclusive events and gifts, contributing to the brand's perceived value among Israelis.
While KSP's 50% discount could save a customer up to 1024 shekels on a single set, like a Lord of the Rings construction kit, the official LEGO Store's broader selection is a key differentiator. VIP club members at LEGO stores receive a 25% discount on many items, narrowing the price gap.
LEGO Israel stated that they do not comment on competitors' actions or their own pricing policies. Their focus remains on customers, creating a unique atmosphere, expanding their official network, introducing exclusive products, hosting events, and developing their VIP club for year-round benefits. They aim to be a "home" for LEGO enthusiasts, offering not just products but also a space for creativity and joy.
