Pop-ups as a warm up for IKEA India

Ikea India is launching its pop-up store format Hej Homes in cities where it plans to open brand stores.

The local branch of the Swedish home furnishings and furniture retailer plans to have 50 of the outlets by 2025, with a typical Hej House store being between 4000 and 7000 sqft (650 sqm), housing a cafe and usually in malls.

The idea of the stores is to give consumers a taste of the Ikea brand, says country marketing manager Ulf Smedberg.

The first pop-up will be unveiled in Hyderabad, where construction has started on the brand’s first store. Its second store is expected to be in Navi Mumbai, with plans to start 25 Ikea stores by 2025. Also launching in the first phase will be stores in Bengaluru, Delhi and Mumbai.

Smedberg says the retailer will be introducing catalogues as part of its branding strategy.