The LEGO Group has confirmed plans to open its 22nd UK store at Westgate Oxford, marking a further expansion of its physical retail presence across the United Kingdom. The new 250 m² LEGO Store will offer a range of immersive experiences, exclusive products and opportunities to earn rewards through the LEGO Insiders loyalty programme.
The announcement places the new Oxford store among a network of LEGO retail locations that includes established destinations such as Victoria Square in Belfast and the Trafford Centre in Manchester, underlining the company’s ongoing commitment to physical retail and hands-on customer engagement.
Shoppers at the LEGO Store Oxford can expect unforgettable interactive features designed to elevate the in-store experience. Among these are the Pick a Brick Wall, where visitors can select individual bricks for custom builds, and a Build a Minifigure Tower stand that encourages creativity and personalised play. These immersive elements complement expert guidance from in-store Brick Specialists, who will be on hand to support guests of all ages and help make every visit fun and engaging.
In addition to hands-on experiences, the store will house the largest range of LEGO products available in any UK LEGO Store. Customers will be able to browse an extensive selection of sets from across the LEGO portfolio, including items exclusive to this location.
As part of the opening plans, the LEGO Group will begin local recruitment in the new year to fill roles for Brick Specialists at the Oxford store. These team members are described by the company as central to creating memorable shopping experiences, supported by their expertise in products and passion for play. The recruitment drive is expected to attract candidates from across the Oxford area with a view to offering both customer service and building support on the shop floor.
Shweta Munshi, Vice President Marketing, LEGO Retail at the LEGO Group said: “We are delighted to expand the LEGO Retail store portfolio by opening our first store in Oxford. We have found the perfect site at Westgate Oxford, and the new store will allow builders of all ages to be inspired by the endless play opportunities LEGO building has to offer. This store will be a top destination for product launches and events, while acting as a hub for our LEGO community and new builders alike.”
Brendan Hattam, Centre Director at Westgate Oxford, said: “We are thrilled to announce the opening of the region’s first LEGO store. The arrival of such a globally recognised brand underscores Westgate Oxford’s commitment to offering the best retail lineup possible. We look forward to announcing more details about the brand’s arrival, including an opening date, in due course.”
The launch of the Oxford store takes the total number of LEGO retail locations across the UK to 22 and continues a trend of investment in physical experiences that complement the company’s digital and online offerings. Despite the wider shift towards e-commerce in recent years, the LEGO Group has maintained that in-person retail spaces play a vital role in letting customers explore products first-hand and discover new ways to play.
The confirmed features of the Oxford store reflect this belief, bringing together brick-based interactive experiences, expert staff support, an extensive product range and exclusive items that cannot be found elsewhere. For families, collectors and casual shoppers alike, the new store aims to be a destination where all aspects of LEGO culture and community are celebrated.
