Ikea has inaugurated a new store on London's Oxford Street as part of its strategy to establish a stronger presence in city centers, catering to urban shoppers who lack access to traditional suburban outlets. CEO Jesper Brodin emphasized that the initiative responds to consumer demand for accessibility, as many rural visitors to larger stores are without cars. The Oxford Street location is projected to attract over nine million visitors annually and features thousands of items available for immediate purchase, along with a Swedish deli to enhance the shopping experience.
This is going to be like the crown jewel in Ikea superstores, demonstrating our commitment to making Ikea more accessible in urban environments, targeting shoppers without cars.
We learned that a lot of the people who visit us in the big stores on the outskirts of town don't have cars, and they asked us to bring Ikea closer to them.
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