Lego – helping to set the vision for future growth
Lego Group – helping to set the vision for future growth
The LEGO® Group is one of the leading brands in the world, devoted to bringing play into the lives of everyone that they engage with. Their iconic toys have been used and enjoyed by generations of children and adults across the world, and they are now recognised as one of the best loved and most trusted brands on the planet. It is The LEGO® Group philosophy that ‘good quality play’ enriches a child’s life – and lays the foundation for later adult life. They believe that play is a key element in children’s growth and development and stimulates the imagination and the emergence of ideas and creative expression.
Still privately owned by the Kirk Kristiansen family, who founded it in 1932, The LEGO® Group continue to be headquartered in Billund, Denmark but now employ over 14,000 people globally, selling their products in over 130 countries and with operations spread across Europe, the Americas and Asia.
Solution
With an extensive store networking of over 500 stores, consisting of both owned and partner stores, as well as digital e-commerce, direct to consumer omni-channel retailing has become a key driver for the business, both experientially and commercially. As part of The LEGO® Group continued drive to evolve, Alumni Harvey Nash were engaged to find a new Vice President for Global Retail Marketing.
Results
“The VP Retail Marketing was to operate in collaboration across all channels, globally, and set the vision for the future growth of the Retail function.”
The VP Retail Marketing was to operate in collaboration across all channels, globally, and set the vision for the future growth of the Retail function. Upon being engaged to find the appointment Alumni Harvey Nash began by understanding the current situation and what was required from the role. Having already been searched for, it was felt within The LEGO® Group that the person was going to be extremely difficult to find. However, after conducting a thorough mapping of the market place, including market maps in North America, mainland Europe and the UK, which focused on brands with strong omni-channel models and prominent retail marketing alongside their brands, a gender balanced and diverse shortlisted of high caliber candidates was produced within 6 weeks. The interview process developed three candidates, one from each of the geographic regions mentioned, and the eventual appointment was made in the UK. Having been in post for over 18 months the impact of the hire has been considerable, with The LEGO® Group generating more revenue directly from its own retail channels than in any previous year.
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