IKEA could be swapping its superstores for smaller outlets to be closer to its customers, it has been claimed today.
The Swedish furniture giant is said to be heading to the high streets after frustrated customers said they want to travel fewer miles to get to the nearest store.
People in Milton Keynes can just nip down the road to get to IKEA, but the Bletchley-based store is also the closest location for Norfolk shoppers who have to travel for more than two hours to get here.
Gillian Drakeford, IKEA’s UK country manager, said: “We know that consumers in the UK like to shop across many channels and are using multiple devices.
“Our customers are also telling us that with 18 stores in the UK, we are often too far away.
“Order and Collection Points give us the opportunity to trial new ways of being more accessible.”
IKEA has already opened similar trial formats in Spain, Norway and Finland. Bosses hope the smaller stores will bridge the gap between online and in-store shopping.