In Manhattan, will open Ikea. What you need to know

Ikea is investing more in serving urban residents.

Фото: Depositphotos

The Swedish furniture retailer is undergoing a rare and serious restructuring, as a result of which online offers are now in priority, as well as new stores in the city center.

According to Wall Street Journal, Ikea will cut 7 500 jobs in communications, staff and administrative work, but in the next two years 11 500 will add new jobs to online orders, as the company decided to enter the e-commerce market.

According to Tolgi Onchu, head of Ikea retailers, the growth in the number of visitors in existing stores has "stalled", prompting Ikea to make decisive efforts and keep up with customer preferences.

Ikea stores with huge squares and a dizzying array of products have long been the cornerstone of the Ikea brand. But now the company plans to reduce the number of products it presents in stores to make room for more stylish living rooms and bedrooms.

Ikea also continues its experiments with shops in the city center. In the autumn of this year, the company opened a small store in central London and will open another one in Paris in the spring of next year.

The company also just announced its first downtown store in the United States, which is scheduled to open in the spring of 2019, in Manhattan, New York. Ikea Planning Studio opens on 999 Third Avenue, the place where Urban Outfitters previously housed.

According to a press release, this concept was “co-created with New Yorkers who contributed to Ikea throughout the planning process” and will focus on “smart solutions for city life and small spaces”. The idea is that customers can view the furniture and place an order directly for delivery to their homes.

Ikea is developing around 30 new stores in the city center for the next three years, with a potential location in cities such as Los Angeles, San Francisco and Washington DC.

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