LONDON: Ikea plans to try out a small-format store in Britain, the world’s largest furniture retailer has said.
The privately owned Swedish company intends to test “order and collection points”, starting in Norwich in the autumn, in an attempt to extend is reach across the UK.
“Our customers are … telling us that with 18 stores in the UK, we are often too far away. Order and collection points give us the opportunity to trial new ways of being more accessible to our customers,” said Gillian Drakeford, its UK manager.
The move is part of a global initiative. Ikea, which trades from 315 stores in 27 countries, hopes to double sales to about €50bn (£36bn) by 2020 through sales growth at existing stores, new stores and new markets.
The company has already opened similar trial formats in Spain, Norway and Finland.
The Norwich outlet will allow customers to touch and test the product range, speak to home furnishing experts and make and collect orders made online or in the store. It will also include an Ikea cafe.
Customers will also be able to make purchases from a limited range of products to take home on the day.
