IKEA launches spin off Planning Studio in London
The Swedish furniture retailer, IKEA, has launched a spin-off chain of showrooms in London.
The first IKEA Planning Studio opened on the city’s Tottenham Court Road on 11 October.
IKEA has introduced the showrooms as part of its plan to reduce reliance on its larger stores located on the outskirts of large cities and towns.
The firm aims to introduce smaller stores to more urban locations, with the new store to focus on kitchen and bedroom storage.
“This is part of the transformation of Ikea,” reported Javier Quiñones, Country Retail Manager of UK and Ireland at IKEA.
“This is only the tip of the iceberg. We are looking for other city centre stores … we expect to open more like this but also other formats [with] home furnishing accessories and a food offer.”
“What we are doing is looking at the future and how we can be where the consumer wants us to be. We know 50% of people do not have a car today which makes the accessibility of some of our units not extremely easy.”
“The big units are the most important assets we have. The biggest part of the growth is online but the stores themselves are also growing.”
IKEA is currently exploring further locations in the UK’s capital city for smaller stores and Planning Studios.
“Our new city centre approach brings IKEA into the heart of London and is designed to complement our larger stores and digital offering, so customers have a wide range of choices that suit their needs and lifestyles,” added Jane Bisset, Market Leader of London city centre at IKEA.
“The Ikea Planning Studio on Tottenham Court Road will give Londoners a relaxed and professional experience to get the advice and inspiration they need to plan more complex or large-scale home projects, with the expertise and specialist support of our co-workers, alongside a great service package.”
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