Ikea has unveiled plans to trial smaller format stores – less than 10% of the size of its traditional shops – which will also include a cafe.
The Swedish furniture company will test “order and collection points”, starting in Norwich in the autumn, in an attempt to extend is reach across the UK.
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.
It plans to open two more smaller shops in the UK within the coming year.
The company has already opened similar trial formats in Spain, Norway and Finland.
Ikea currently has just 18 warehouse-style stores around the country which means customers are often a long drive away from their nearest outlet.
The retailer said the thinking behind the new store was to bridge the gap between online and in-store shopping. In Norwich, people will be able to pick up orders made online and speak with experts to get advice for making more complex purchases, such as kitchens. Ikea said the store will act primarily as a planning studio.
The introduction of smaller stores is part of a wider drive to make Ikea more accessible that includes plans to refurbish existing stores and revamp its online business.
An Ikea spokesperson said: “Over the next year, Ikea will test three order and collection points in the UK, exploring slightly different formats in each selected market and using this as an opportunity to find out more about how customers want to shop with Ikea in these areas. The first order and collection Point will open in Norwich this autumn. We will confirm the other two locations in the coming months.”
