Yesterday, Ikea opened its first store within a UK shopping centre, in the form of its Westfield Stratford City Order and Collection Point. The new 900 sqm unit is the fourth of its kind to open in the UK this year, and the first in London.
The Order and Collection Point format gives customers a convenient opportunity to engage with staff and touch the products. Acting primarily as a planning studio for complex purchases such as kitchens, wardrobes and sofas, the Ikea Westfield Stratford Order and Collection Point also features roomsets, providing inspiration for the home.
It does not carry the full product range, but customers are able to order from the online range for home delivery or for collection at the collection point. A small range of selected 'market hall' items are available for customers to take home on the day of their visit.
Store manager Mirco Righetto says: “We are delighted to be bringing this unique version of Ikea to Westfield. Today, customers in the region shop with us online but they have to travel to other London stores to see the range or get advice from our co-workers. Located within five minutes of the train stations and close to major bus routes, Ikea Westfield Stratford City Order and Collection Point will be easy to access by public transport, something that we know is important to many customers who live in London."
The company plans to trial a number of similar format stores across the UK.
