Ikea has launched its first inner city “Planning Studio” on London’s Tottenham Court Road marking a significant milestone in its ambitious new approach.

As part of its strategy to remove its reliance on big-box stores situated well outside of major towns and cities, focusing instead on smaller urban outlets, the furniture retailer has opened its first Planning Studio.

The London store will reportedly specialise in kitchens and bedroom storage, offering customers an “easy and convenient” way to browse, plan and order furniture.

It will focus on providing shoppers with advice and inspiration via interaction with its staff members which is less manageable at its warehouse-size stores.

“Our new city centre approach brings IKEA into the heart of London and is designed to complement our larger stores and digital offering, so customers have a wide range of choices that suit their needs and lifestyles,” Ikea’s London city centre market leader Jane Bisset said.

“The Ikea Planning Studio on Tottenham Court Road will give Londoners a relaxed and professional experience to get the advice and inspiration they need to plan more complex or large-scale home projects, with the expertise and specialist support of our co-workers, alongside a great service package.”

The retailer is understood to be exploring other suitable locations in the city as part of its city centre approach.

In April, Ikea announced plans for a dramatic “transformation of our business” over the next three years to keep up with changing shopping habits.

The company’s new chief executive Jesper Brodin said Ikea would “claim city centres” by opening smaller more experimental stores aimed at a more urban audience targeting 10 global hubs including London, New York and Tokyo.

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