Ikea will extend its reach in London with the opening of more inner city collection point stores, according to its UK managing director.
Speaking to City A.M. to mark 30 years of Ikea in the UK, Gillian Drakeford said that the iconic furniture retailer wanted to achieve greater market penetration through more stores similar to its smaller collection and shopping point at Westfield in Stratford.
"When we talk about penetrating the market it will be about stores and convenience," she said. "I think the opportunity sits with smaller formats and touchpoints. This is something that we’re really exploring now and the experience of Stratford will allow us to take further steps in this."
Ikea is set to open its third London store in Greenwich next year after gaining approval from the council.
Reflecting on how the UK market has changed over the past three decades, Drakeford said the push for greater convenience has led Ikea to open more stores in the UK, having recently cut the ribbon on its 20th UK store.
"When you used to talk to consumers they said, 'I love Ikea but you're too far away'," she said. "We acknowledge that not everyone has a car and that means we’re not accessible."
Last year Ikea launched a DIY pop-up restaurant in Shoreditch, bringing its famous meatballs to the city centre.