Edward Morgan leaves Lego to lead retail expansion at Fanatics

Morgan, who previously held roles at Waitrose, officially stepped into his new position last week. While Lego operates roughly 1,000 stores worldwide, Fanatics currently maintains a significantly smaller physical presence, anchored by a flagship location on Regent Street in London and two pop-up shops in Paris and Munich. This contrast in scale is a primary driver behind his career shift.

In a statement regarding his transition, Morgan emphasized the opportunity to build retail capabilities from the ground up. Despite his extensive background in retail strategy, he acknowledged a steep learning curve regarding the trading card market. He noted that the complexity of the hobby and the passionate nature of the fan base were key factors in his decision to join the team, citing his recent experience pulling a Mika Häkkinen racing suit card from an F1 product as an early highlight.