{"id":47240,"date":"2021-03-11T08:46:35","date_gmt":"2021-03-11T08:46:35","guid":{"rendered":"https:\/\/www.retaildetail.be\/algemeen\/lego-frenzy-driven-covid\/"},"modified":"2021-03-11T08:46:35","modified_gmt":"2021-03-11T08:46:35","slug":"lego-frenzy-driven-covid","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/nl\/news\/algemeen\/lego-frenzy-driven-covid\/","title":{"rendered":"Lego-bouwwoede door corona"},"content":{"rendered":"

Lego<\/strong> heeft een recordjaar achter de rug: geholpen door de lockdowns, plukte de Deense speelgoedfabrikant de vruchten van zijn digitale transformatie onder CEO Niels Christiansen.<\/p>\n

<\/p>\n

\u00a0<\/p>\n

E-commerce<\/h2>\n

De omzet van Lego groeide wereldwijd met 13% tot 43,7\u00a0miljard Deense kroon (5,9\u00a0miljard euro). Ook de bedrijfswinst nam fors toe en kwam uit op 12,9\u00a0miljard Deense kroon (1,7\u00a0miljard euro), 19% meer dan in 2019. Netto bleef er omgerekend 1,3\u00a0miljard euro over.<\/p>\n

\u00a0<\/p>\n

CEO Christiansen, die inmiddels vier jaar aan het hoofd van de speelgoedfabrikant staat, haalde het op dat moment verlieslatende bedrijf uit de problemen door vol in te zetten op digitalisering en een gerichte uitbereiding van het assortiment. Vorig jaar verdubbelde het aantal bezoekers op het e-commerceplatform van Lego. Daarnaast kon het Deense merk ook meer volwassenen bekoren: “Meer families spelen en leren samen met Lego-blokjes. We zien meer volwassenen dan ooit die van onze uitdagender sets genieten<\/a>“, citeert De Tijd de CEO.<\/p>\n

\u00a0<\/p>\n

250 nieuwe winkels<\/h2>\n

Die digitale transformatie is volgens Christiansen echter nog lang niet ten einde: zijn bedrijf wil in de komende jaren honderden digitale experts, zoals computerspecialisten en websiteontwikkelaars, aanwerven. “We hebben een solide digitale basis, maar moeten sneller gaan<\/a>. Het afgelopen jaar heeft laten zien hoe belangrijk het is om een wendbaar, responsief bedrijf te hebben, dat is gebouwd op een sterke digitale basis”, zei hij aan de BBC.<\/p>\n

\u00a0<\/p>\n

Ondanks de pandemie opende Lego in 2020 134\u00a0nieuwe winkels, waarvan 91\u00a0in China. Ook dit jaar gaat de fysieke expansie verder, met 120\u00a0bijkomende vestigingen openen – waarvan alweer tweederde in China. Volgens Christiansen moeten de winkels in de eerste plaats de merkbekendheid van Lego in nieuwe gebieden een flinke boost geven.<\/p>\n

\u00a0<\/p>\n","protected":false},"excerpt":{"rendered":"

Lego heeft een recordjaar achter de rug: geholpen door de lockdowns, plukte de Deense speelgoedfabrikant de vruchten van zijn digitale transformatie onder CEO Niels Christiansen. \u00a0 E-commerce De omzet van Lego groeide wereldwijd met 13% tot 43,7\u00a0miljard Deense kroon (5,9\u00a0miljard euro). Ook de bedrijfswinst nam fors toe en kwam uit op 12,9\u00a0miljard Deense kroon (1,7\u00a0miljard […]<\/p>\n","protected":false},"author":1,"featured_media":47238,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[15],"tags":[],"people":[],"extra":[],"company":[],"topic":[],"region":[],"class_list":["post-47240","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-algemeen"],"acf":[],"yoast_head":"\nLego-bouwwoede door corona - RetailDetail BE<\/title>\n<meta name=\"description\" content=\"Lego heeft een recordjaar achter de rug: de lockdowns stuwden de Deense speelgoedfabrikant naar nieuwe hoogten, ook dankzij zijn digitale transformatie.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" 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