Ikea India, Will Beside Brand Building, To Focus On e-Commerce, and Explore Store Formats To Sell Products..

The Swedish furniture retailer Ikea will follow a three-step retail strategy in India, Ikea India Pvt. Ltd chief executive Juvencio Maeztu said.

The first priority is to build the brand in India through large-format stores, said Maeztu, adding that this is important for companies that place a huge emphasis on the so-called touch-and-feel aspect of retailing.

The next step will be e-commerce, but “always over the base of an Ikea store,” he added.

The third step will be to experiment with new formats. “In other parts of the world, you have smaller sized stores, a pop-up store, or different concepts that we are exploring and trying,” said Maeztu on the sidelines of a workshop organized by the company in Bengaluru.  The company has identified 49 Indian cities where it wants to set up physical stores….

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