Ikea will open a new store on London’s Tottenham Court Road as part of a global city centre strategy.

The shop will open this autumn. Ikea is billing it as the first step in its revised UK strategy, which aims to bring the retailer into city centres in response to changing consumer lifestyles and an increase in city living. It also aims to offer better customer service and a more advanced digital proposition.

The store, which will be located on the former Multiyork furniture store site, will specialise in kitchens and wardrobes and offer a personalised and tailored service for customers planning larger projects in their homes.

Ikea UK and Ireland country retail manager Javier Quiñones said: “In a fast-changing retail environment, the opening of this new city centre shop marks an exciting development for the Ikea business.

“Urbanisation and inner city living are trends that continue to dominate the market. By launching this new approach and investing in our online offer and services, we are working to ensure Ikea remains affordable, convenient and sustainable, both now and in the future.”

Ikea is looking for other London locations for similar outlets and to test different formats in the city centre. It is set to open its sustainable store in Greenwich in 2019.