Ikea City store in Shanghai opens, a Chinese first for Swedish retailer
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Swedish home-furnishing giant Ikea opens an Ikea City store in Shanghai today, its first such outlet in China.
The Ikea City opening comes after the Ikea Tmall flagship launch in March as part of the brand’s strategy to broaden the ways it reaches Chinese customers, making the brand more accessible.
Located in Jing’an district, the store spans three floors and occupies 3000sqm. It will feature a limited range of about 3500 products.
“We’re seeking to diversify store formats, including online channels as well, to complement each other in order to test, learn and gain feedback from customers to fuel future growth,” Francois Brenti, VP of Ikea China said.
“We have seen solid growth of online channels following the pandemic and we expect this to continue in the future,” he said.
The new Ikea City Shanghai store will take the brand’s number of stores in the city to five.
Questions & Answers
Q.What is the primary objective behind Ikea opening this new store format in China?
What is the primary objective behind Ikea opening this new store format in China?
Ikea aims to broaden how it reaches Chinese customers and make the brand more accessible. The new format is part of a strategy to diversify store formats and complement online channels, allowing them to test, learn, and gain feedback.
Q.Where is the new Ikea City store located and what are its physical characteristics?
Where is the new Ikea City store located and what are its physical characteristics?
The new Ikea City store is located in Shanghai's Jing'an district. It spans three floors and occupies 3000 square metres, featuring a limited range of about 3500 products.
Q.What other recent initiatives has Ikea launched in China to expand its customer reach?
What other recent initiatives has Ikea launched in China to expand its customer reach?
The Ikea City store opening follows the launch of the Ikea Tmall flagship in March. Both initiatives are part of Ikea's strategy to diversify its store formats, including online channels, to complement each other.
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