Change in Strategy: Ikea to open more smaller stores; focus on omni-channel in India
Ikea is also planning to construct a shopping mall known as Ingka Centre in Gurgaon that will be home to other retailers and brands aside from an Ikea store.
This is a departure from Ikea’s original 2013 India plans when the government cleared the Swedish retailer’s application to invest Rs 10,500 crore to open 25 of its sprawling giant-sized outlets.
New Delhi: In a change in its India strategy, Ikea may now open more smaller stores in the country – in the range of about 50,000 sq ft compared to its warehouse sized average 400,000 sq ft outlets – in the coming years amid a changing consumer behaviour that is increasingly shifting towards online shopping and omni-channel retailing, people familiar with Ikea plans said.
This is a departure from Ikea’s original 2013 India plans when the