IKEA has announced plans to open a new city centre shop on London’s Tottenham Court Road, the first step in the retailer’s revised strategy to get into the heart of urban areas and respond to changing consumer lifestyles.

Javier Quiñones, IKEA UK and Ireland country retail manager, explained that London is the first city globally to pilot this concept, which is aimed at making the brand more accessible.

“Urbanisation and inner-city living are trends that continue to dominate the market,” he stated. “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, offering a more personalised service. It will specialise in kitchens and wardrobes, giving customers the advice and inspiration they need to browse, plan and order their furniture.

IKEA is also exploring other locations in London for similar outlets, as well as opportunities to test and trial different formats in the city centre.

Jat Sahi, digital lead for retail at Fujitsu UK & Ireland, said the move forms part of a wider trend for ‘micro-retailers’, citing B&Q recently opening its first High Street store in the UK to trial the format.

“As digital redefines customer experience, retailers must think of themselves as tech companies, making the best of the technology available to them to please and entice the customer,” he stated.

“When customers know what they want, it’s easier for them to buy online; but if they don’t – that’s when they go offline. For example in the US, we’ve already seen Nordstorm open a number of micro-stores, where customers request products online but try them on and buy in-store.”

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