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London debut for new IKEA city centre store format

IKEA is to open a store on London’s Tottenham Court Road as part of a new city centre-driven approach to store formats. The store will act as a global pilot for new urban store initiatives.

The store is described as the first step in IKEA’s new strategy, which will focus on city centres, enhanced customer service, and the digitalisation of stores. The store will open in Autumn 2018, and will specialist in helping customers with larger-scale home projects, such as installing a new kitchen or refurnishing a bedroom.

IKEA UK and Ireland country manager Javier Quinones says: “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 new store format is understood to have been developed in-house.

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