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Like Target and Walmart before it, IKEA has decided to venture into the city. Long reliant on huge parcels of land in suburban locations, the Scandinavian furniture giant is tinkering with smaller formats squeezable into dense urban street grids, according to Reuters.
Jesper Brodin, an IKEA veteran who became CEO in September, told Reuters that his top priority is to test more store formats in towns. “In what way can we better serve customers that live in city centers? That is one area we are going to step into with a lot of entrepreneurship,” Brodin said.
This year IKEA opened a kitchen showroom in Stockholm, Sweden, and a bedroom store in Madrid, Spain. Brodin says the company will test similarly edited merchandise selections in future city-center stores.
By Brannon Boswell
Executive Editor, Commerce + Communities Today
