A vibrant new hub for trading card enthusiasts and tabletop gamers has officially opened its doors in the Illawarra, promising more than just merchandise. Lion's Den Collectibles Illawarra held its grand opening at Warrawong Plaza on Saturday, December 20, 2025, following a successful soft launch earlier in the week.
A Community Vision Realised
The store is the brainchild of part-owner Keegan Grieg, who relocated from Sydney several years ago. Noticing a gap in the local market, he partnered with Alexis Oujani, CEO of the Lion's Den brand which has multiple outlets in Sydney. Their goal was to transplant the successful community-focused model to the South Coast.
"I wanted to build what we have up there, down here," Mr Grieg explained. "Bring the community together, have a sports bar-ish vibe. Get everyone together and give somewhere fun for kids to go to, and for adults to play too." He described the store as a place where customers can "just come chill out all day," emphasising the social aspect over purely retail.
More Than Just a Shop: Selling Experiences
Lion's Den stocks a comprehensive range of popular collectible card games including Pokémon, Magic: The Gathering, and One Piece. It also caters to tabletop miniature fans with products from Warhammer. CEO Alexis Oujani stated the store was created to be "quite literally a den for people to come and have some fun."
Mr Oujani famously remarked that the business aims to "sell memories." He illustrated this point by referencing early customers. "Case in point, they popped in, saw some Warhammer stuff, otherwise they would have to drive to Wollongong," he said. "They can buy it here, and the prices are very fair, and they can sit down at the table, paint, assemble, and do whatever they want."
Building the Illawarra's Gaming Nerve Centre
The opening marks a significant addition to the region's leisure landscape, providing a dedicated space for a hobby that often requires social interaction. Mr Grieg admitted to nerves before the grand opening, despite thorough preparation. The busy soft opening on the preceding Thursday gave him a taste of the demand. "If it's busier than that, you might come in and see me in the back corner sort of shaking back and forth," he joked.
The store's launch was met with immediate interest from local families and enthusiasts, like young brothers Noah and Zach Goncalves, who were seen engaging with staff during the opening. By offering a spacious area to play, paint, and socialise, Lion's Den Collectibles Illawarra is positioning itself not just as a retailer, but as the heart of a growing local community for gamers of all ages.
