Ikea is preparing to open its fourth order and collection point small format store in the Westfield Stratford shopping centre on August 31.
It is trialling the new small format sites, which are around a tenth of the size of the traditional Ikea mega store. The plan is to bring Ikea closer to the customer. The store will be the first ever UK Ikea inside a shopping centre.
Ikea has already opened its new small stores in Norwich, Aberdeen and Birmingham. The new stores do not carry the full range of Ikea products. Instead they act as a click and collect point and also as a studio to plan kitchens, bedrooms etc.
The Birmingham store, which opened this month, displays a number of Ikea’s familiar room ‘sets’ and also features a bistro offering those famous Swedish meatballs.
Our analysis is that Ikea’s move reflects the rapid growth of collection points as a convenient extension of e-commerce. Sainsbury’s plans for Argos include click and collect points in Sainsbury’s High Street stores, and Tesco’s announced this week that it is introducing Same-Day click and collect services from around 300 stores.