Scandinavian style just got smaller

Scandinavian retail giant Ikea has arrived in Birmingham city centre this week with the launch of a new style of store.

The store, which is on Dale End in Birmingham, is the third of its kind to open in the UK and is designed to bring the Ikea home furnishing range closer to city centre customers. The chain already has a store in Wednesbury, but this store will act as a collection point, as well as a planning studio and restaurant.

IKEA Birmingham Central Order and Collection Point will also feature the Ikea room sets providing ideas for the home, as well as workers close by to offer home furnishing knowledge and advice.

The new store, which has recruited a team of 30, is considerably smaller than a traditional Ikea store and due to its size it will not carry the full product range to take home on the day. However, customers will be able to order from the Ikea online range for home delivery or for collection at the point.

The store will also have a bistro, similar to ones at their bigger stores, where customers can enjoy Swedish street food and can buy products including the company’s famous meatballs.

Ikea Birmingham Order and Collection Point Manager, Dawn Lloyd, said: “It is a fantastic opportunity for existing and new customers to conveniently engage with our brand and discover inspiring room sets and home furnishing solutions.”

As part of its expansion plans to increase its closeness to more customers, Ikea has said it will continue to roll-out the smaller store concepts.