Lenovo is set to open a Legion concept store in Kuala Lumpur in the very near future. The gaming-skewed concept store will not only host Lenovo’s large portfolio of products under its Legion brand, but the store will also be an experiential area for consumers to try Legion gaming products.
Ivan Cheung, General Manager of Central Asia Pacific (CAP) at Lenovo, confirmed the news at an interview session held after the company’s CES 2018 press conference. Cheung stated that the location has already been selected, and renovation works are well underway, with an expected opening slated within the next quarter.
With Lenovo’s Legion brand being fairly young – it was established just a year ago – the company felt it necessary to provide a platform for consumers to test and experience Legion products themselves before making a purchasing decision. In just one year, Lenovo has expanded the Legion portfolio to include gaming laptops, desktops, as well as peripherals such as gaming mice, keyboards, and even backpacks. The Legion concept store would serve as a means to exclusively showcase its products.
To pull people in, Lenovo is also aiming to turn the Legion concept store into an experiential area. Details are still being finalised, but it is likely that the company will take a similar approach to MSI, which recently opened its own flagship store in Kuala Lumpur, where the Taiwanese company has a dedicated esports area to host small-scale tournaments.
From a business perspective, the Legion concept store would mark another step in further establishing the brand in Malaysia. Lenovo has identified Malaysia as one of the markets in Asia Pacific with the highest potential for growth in gaming, and the success it has achieved in its first year of business is encouraging enough for the company to increase resources to cement its position.