Does Ikea’s 1st urban location take a page from the DTC playbook?

Retail Dive – The retailer this week unveiled a small-format store, which provides design consultations to Manhattan’s urbanites. Ikea’s plans to attract more urban millennials came closer to reality this week with the opening of its first urban planning studio in New York City on Monday.

Located on the Upper East Side, the space spans 17,350 square feet, according to a press release, and occupies three floors — a much smaller footprint than its warehouse-like counterpart. Consumers have the opportunity to learn about small-space solutions by working with an Ikea consultant to plan projects and can schedule a one to two-hour appointment with Ikea associates or explore the space in “self-planning” areas.

However, aside from the size of the urban planning studio, there is one glaring difference from a typical Ikea store: consumers won’t be leaving the store with any products in hand.

Ikea “is the ultimate in cash and carry,” Ken Morris, principal at BRP, retail consulting firm, said in an interview with Retail Dive. Consumers already understand that when it comes to Ikea, figuring out how to transport the large boxes home is all part of the game. “I’ve been stuck out on the loading dock at closing time not being able to fit the items in my car,” Morris added.

Read Full Article: Does Ikea’s 1st urban location take a page from the DTC playbook?

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