IKEA is adopting an aggressive omnichannel strategy combining physical stores and digital platforms to establish a substantial footprint across major Indian cities in the long run, shared Ingka Group CEO Jesper Brodin, the parent firm of the home furnishings giant. This approach will drive accessibility to IKEA’s offerings.
While its journey in India started in 2018 with the Hyderabad store launch, IKEA has since expanded to Mumbai, Pune and Bengaluru. But an upcoming Delhi store marks a milestone, revealed Brodin.
Online-First Delhi Launch a First
Brodin said IKEA’s first Delhi store, likely to open in mid-2025, will uniquely launch first on the online platform before the physical outlet. This online-first route for a key market is rarely employed by IKEA, underscoring its intent on prioritizing digital channels.
The Delhi project also encompasses a larger shopping center, beyond just a standalone store. This highlights IKEA’s commitment towards securing prominent spaces instead of peripheral retail locations in top cities.
Omnichannel Focus to Accelerate Growth
Brodin reiterated that IKEA plans tapping India’s growth potential by enhancing reach across metros via its bricks-and-mortar showrooms and e-commerce platform in tandem, instead of single channel dependency.
While skill development and creating scalable sourcing remain challenges to address with time, Brodin wants to expedite IKEA’s growth trajectory in sync with market realities. Offering lower price points aligned with Indian affordability has been key.
The omni-channel distribution strategy also promises overcoming inertia that legacy retail models face today, apart from optimizing investments and inventory. Hence, IKEA appears willing to expand its initial few years of learning into broader presence.
