Moving Closer to Millennials: Ikea’s City-Centric Strategy

Ikea is catching up to the urban living trend with the launch of its new store and design studio in Manhattan. The move signals the growing need for homeware and home furnishing retailers to embrace an extensive business model that is omni-channel and oriented to Millennials. In an age where both digital and real-world experiences are valued, the Swedish brand is serving highly curated assortments and a design-oriented customer service that should catch the attention of the busiest of New Yorkers.