Ikea buys flagship store to boost its focus on big city millennials

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Ikea buys flagship store to boost its focus on big city millennials

In recent years, Ikea’s marketing Portuguese Timor Email List strategy took a more than important turn: it abandoned its commitment to large stores on the outskirts of large cities and focused on creating small downtown stores in search of attracting customers who expect another shopping experience. purchase.

This plan is not the same for all countries. In emerging Portuguese Timor Email List markets, it continued with its old strategy of “mega-malls”, as it did in India and Mexico, for example. In the large cities of developed countries, on the Portuguese Timor Email List contrary, he deployed his idea of ​​smaller points of exhibition and sale.

Thus, it is in the process of building 30 small stores in Portuguese Timor Email List the main European cities and the United States aimed especially at urban millennial customers who are looking for ways to maximize space in their Portuguese Timor Email List departments and who do not want to move to the suburbs.

In this context is inserted the news of this Tuesday, October 26: Ikea, the most important furniture brand in the world, buys the iconic flagship store of the British fashion chain Topshop, in Oxford Circus in London. His bankruptcy was a symbol because the 30 thousand Portuguese Timor Email List square meters at the crossroads of Oxford and Regent streets were the mecca of world shopping.

The sellers are the administrators of the Portuguese Timor Email List Arcadia Group bankruptcy, Reuters confirms. Krister Mattson, head of investments for the Ingka Group, a company that has under its umbrella most of the world’s Ikea stores, told Reuters that three floors of the building will be converted into a brand store that will open in 2023.

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Ikea opened its first store with these Portuguese Timor Email List characteristics in the center of Paris in 2019. Its first “mini-store” located in central London will open in the next few months, in the Hammersmith district. “This investment Portuguese Timor Email List supports the transformation of Ingka Group’s retail business, bringing Ikea closer to customers,” says the brand in the statement announcing the purchase of the Topshop building.

The Ikea store on Oxford Street will be the Portuguese Timor Email List point of sale with this new largest downtown format to date. This marketing strategy is similar to what other retailers like Target, Nordstrom, Dollar General, Home Depot, and even Portuguese Timor Email List Goodyear Tire did. All of these chains downsized their outlets to enter densely populated areas and win over their new customers.

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