Ikea has opened its first order and collection point in a city centre location as it continues to trial smaller format stores across the UK.
Last week, the furniture giant opened its third order and collection point at Dale End in Birmingham Central.
Order and collection points, which are about a tenth of the size of IKEA’s traditional big-box stores, form part of the retailer’s UK expansion plans and are designed to bring its “range and expertise” closer to more customers.
Ikea is trialling a range of these smaller units exploring slightly different formats in selected markets.
As the units do not carry Ikea’s full product range, they act primarily as studios to plan purchases such as kitchens, wardrobes and sofas. Customers are given advice on-site and are able to order from the online range either for home delivery or for collection at the premises.
The Birmingham unit has a number of room sets and a bistro where a take on Ikea’s infamous meatballs is available. A small selection of takeaway Swedish Food Market products, including frozen meatballs, are also available.
Ikea Birmingham order and collection point manager Dawn Lloyd said: “We are delighted to be bringing this unique version of Ikea to Birmingham centre. We have recruited a team of 30 multi-skilled and passionate co-workers from the local area who together with myself look forward to welcoming customers from the West Midlands.”
With order and collection points now open in Norwich, Aberdeen and Birmingham, the retailer is set to open a fourth in London’s Westfield Stratford shopping centre on August 31.