More furniture, more storage space and lower prices: Ikea is changing the method in Paris

More furniture, more storage space and lower prices: Ikea is changing the method in Paris

It will be a transfer window back to school in Paris. Next Sunday, September 8, the Paris Ikea store on Madeleine will close its doors permanently. Four days later, on September 12, the Swedish giant will inaugurate a brand new store in the Italia-Deux shopping center in Paris. A strategic move for the brand, whose parent company invested more than 1.2 billion euros in the purchase of the walls of the shopping center in the 13th arrondissement. “Paris is an important market, by adapting our formats and transforming our stores we are completing our system and will be present on both banks of the Seine”explains David Teixeira, director of Ile de France stores.

Of the ten stores that enable the brand to network in the Paris region, three are located within the city. Last year they welcomed almost three million visitors. The closure of the Ikea de la Madeleine store will be all the more symbolic as it was the first in the world to open its doors in the city centre. But this move east is also redistributing the cards locally, forcing the brand to reassess the role of each of its stores in the capital.

Capital

Specifically, the work has already begun

On the front line, another Ikea outlet located in the 1st arrondissement is being prepared for takeover. When La Madeleine closes its doors permanently, this address will be key to further attracting customers from the capital’s upmarket districts. At 144 rue de Rivoli, the work is almost complete. Opened in 2021, with a concept dedicated to decorations, this outlet changes dimensions. “We increased its visibility, reinforced the presence of Ikea logos and colors on windows and exterior walls”explains Arslan Ali, director of the brand’s central Paris stores.

The product range has also changed radically. The supply of small decorations is no longer a priority, but has faded away, giving way to real furniture displayed in an inspiring environment, as Ikea already does in its blue boxes around the world. And planning tables have been installed on each level to allow customers to design a layout for a walk-in closet, storage space in the living room or kitchen.

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Finally, what is not displayed in this small area of ​​2,900 m2 is accessible via self-service ordering terminals. Thanks to a small depot installed in the basement, there is even a line of around a hundred pieces of furniture available for express delivery the same evening all over Paris for 9.99 euros. “We want to show that we have access to the entire Ikea range in Rivoli: this offer will help us grow despite the redistribution of cards”hopes David Teixeira, Ile de France store director.

New price drop

If a change is necessary, Ikea is worried about its price image. The transition from pillow to chest of drawers, from saucepan to kitchen furniture forces the store to increase the average price of its labels. Complicated in the midst of a purchasing power crisis. At the heart of its departments, the brand has therefore taken care of placing very affordable products, which are marked with inscriptions in the most visible yellow possible. Small extras costing less than 5 euros spice up the sightseeing route.

And the brand doesn’t end there. To appease consumers, it will further reduce its prices. On Wednesday, January 24, Ikea plans to announce its third price cut since the start of the school year. “In total, we will invest more than 200 million euros in our prices and go from 1,000 to 1,500 references that will benefit from the reduction”promises David Teixeira.

Consumers did not expect this announcement. According to the teams, they have already called Rivoli a furniture destination. The store is said to have sold more than fifty kitchens since its new layout two weeks ago.

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