The shop is the first step in the retailer’s revised strategy in the UK and is part of a global approach to bring IKEA into the heart of urban areas as it responds to the continued growth of city living and changing consumer lifestyles.
Javier Quiñones, IKEA UK and Ireland Country Retail Manager said, “In a fast-changing retail environment, the opening of this new city centre shop marks an exciting development for the IKEA business as we continue to innovate and transform to better meet the needs of our customers. We are proud that London is the first city globally to pilot this concept, as we aim to be more accessible and bring IKEA closer to many more people.”
“Urbanisation and inner-city living are trends that continue to dominate the market. By launching this new approach and investing in our online offer and services, we are working to ensure IKEA remains affordable, convenient and sustainable, both now and in the future.”
The shop, which is scheduled to open in Autumn 2018, will be located on the former Mulityork site and will act as a new way for customers to experience the IKEA brand, offering a personalised and tailored service for those who are planning a bigger project in their home.
The Tottenham Court Road store will specialise in kitchens and wardrobes giving customers the advice and inspiration they need to browse, plan and order their furniture.
Jane Bisset, IKEA London City Centre Market Leader added, “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. The Tottenham Court Road shop will give Londoners a relaxed and professional experience in which to plan more complex or large-scale projects in the home, with the expertise and specialist support of IKEA co-workers, alongside a great service package and delivery offer.”
In addition to the new Tottenham Court Road shop, IKEA is currently exploring other locations in London for similar outlets as well as opportunities to test and trial different formats in the city centre. IKEA will also be opening its leading sustainable store in Greenwich in 2019, which will offer a variety of key features to help Londoners live a more healthy and sustainable lifestyle.
More details, including the name of the Tottenham Court Road store, will be released in due course.