Kennedy Consolidated founder and chief executive James Kennedy said he was delighted to seize the rare opportunity of an iconic brand coming to market.
“The Lego brand is one of the world’s most recognised and enduring consumer brands, and the Lego certified stores business has built an exceptional position across Australia and New Zealand,” Kennedy said.
“We see significant opportunity to continue investing in the network, the customer experience and the long-term growth of the business. We’re very pleased to have completed the acquisition and look forward to building on what has already been established.”
Kennedy is best known for selling luxury watches under the Kennedy Watches & Jewellery business, and launched Kennedy Consolidated Asset Management in October 2025.
Reporting in the Australian Financial Review (AFR) in May said Kennedy Watches & Jewellery sold its lucrative licence as a Rolex retailer in Australia, as well as its Patek Philippe authorised store in Chadstone, Melbourne, in the past year.
A Kennedy Watches & Jewellery spokesman previously told the AFR that the sale of the Rolex and Patek Philippe licences would allow the businessman to establish a new investment platform backed by institutional and private capital.
Lego Australia and New Zealand vice-president and general manager Troy Taylor said the brand’s certified store model was central to how it engaged directly and meaningfully with fans.
“We are delighted to be partnering with Kennedy Consolidated as we enter this next phase of growth,” Taylor said.
“Together, we will build on our strong store footprint across Australia and New Zealand while bringing new experiences to fans, reflecting our shared passion for the Lego brand and the communities we serve.”
In a recent interview with the Herald, Taylor confirmed plans for more certified stores across New Zealand.
Taylor couldn’t confirm whether Lego had a target store count, but said the business was under-indexed with its store footprint in New Zealand, particularly in the North Island, and to expect new store openings over the next two years.
Tom Raynel is a multimedia business journalist for the Herald, covering small business, retail and tourism.
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