Majid Al Futtaim Fashion has expanded its digital footprint and customer reach with the launch of an online webstore for LEGO Certified Stores in the UAE – yellowblocks.me. The new platform invites LEGO-lovers across the country to enjoy greater convenience as they shop from the Danish toy company’s wide variety of creative and interactive products.

The online store offers the complete LEGO product range, including exclusive monthly sets from LEGO Creator Expert lines, LEGO Star Wars, and other categories. In celebration of the launch, online shoppers can capitalise on free delivery for a limited time only. The store is also offering same day delivery for orders placed before 12 noon.

The website launch is another step in achieving Majid Al Futtaim Fashion’s digital transformation strategy, while enhancing the customer experience with a greater digital presence. The online LEGO certified store joins the Crate and Barrel website and other digital initiatives from
Majid Al Futtaim Fashion that are currently in the pipeline.

Fahed Ghanim, Acting CEO of Majid Al Futtaim Fashion, said, “This marks another milestone in our omni-channel journey as we launch the LEGO store’s online website in the UAE. Customers will have access to all their favourite LEGO pieces, enjoying same day delivery. This platform is reflective of our commitment to meeting local needs and preferences and is also aligned with our omni-channel strategy to implement e-commerce offerings across all our brands. This new launch is a great opportunity for Majid Al Futtaim Fashion to further elevate its services and deliver a seamless experience to our customers, especially during the current situation”.

The recently-launched LEGO online store sees Majid Al Futtaim Fashion further expand its digital portfolio, which already includes the Crate and Barrel online store and the launch of British apparel brand AllSaints on Namshi.com. The latest webstore is Majid Al Futtaim Fashion’s first project using the multi-brand SAP Commerce Cloud platform, developed by Emakina.