The opening of new store formats in the heart of the city is on the rise. In recent weeks, Alinéa, a furniture and decoration brand, announced the opening of a store in the 6th arrondissement of Paris, the first for the brand. The same applies to the Dutch discount products brand Action, which at the end of May opened its doors in the 19th arrondissement of Paris, which until now only had stores on the outskirts of cities.
The Ikea brand has been increasing its tests of new stores for several months. In May 2019, the Swedish giant opened the doors of a store in the heart of Paris, place de la Madeleine. The first French outlet located in the center of the city, it offered 5,000 m² of sales space, compared to around 20,000 for its historic stores located on the outskirts of major cities. In mid-May, Ikea also announced the opening of a 100 m² “Advice Point” in the heart of Toulouse to benefit from advice and help with home improvement projects (dressing room, kitchen, etc.). .) and possibly order products for delivery.
Ikea Decoration, a new store 100% decoration
On Wednesday, June 23, the Swedish brand opens the doors of a new type of store: Ikea decoration. Located at 144 rue de Rivoli, in the 1st arrondissement of Paris, close to La Samaritaine and many other shops, it is dedicated exclusively to decoration and homes about 2000 accessories and items for home, on surface area of 2,900 m².
On three floors, it offers many universes to personalize your interior. At level -1, kitchen utensils, lighting and storage items. On the ground floor, decoration, greenery and dishes. And on the first floor, bedding, textiles, carpets, as well as bathroom and children’s items.
The visit is offered in advance to Ikea Family loyalty card holders from the morning of Monday 21 June to discover the outlet. Business Insider France was therefore able to discover the new Ikea Decoration store. Photo tour:
The Ikea Decoration store is located at 144 rue de Rivoli in the 1st arrondissement, opposite La Samaritaine, which also reopens on June 23.
This morning at 10 o’clock the staff of the Ikea store welcomed the first visitors with applause at the entrance.
The store is organized on three levels: stairs, escalators and elevators allow you to move from one point to another.
If on the ground floor the ceiling is low and the spaces are small, on the 1st floor we have a more pleasant impression of light.
On level -1 there are lighting fixtures, storage areas and kitchen accessories – like the “self-service” areas in large Ikea stores.
As in all Ikea stores, terminals are installed in the store to help with purchases.
The Ikea Decoration store does not sell furniture on site, but there are still some situations with furniture and decoration in two or three places.
On the ground floor, the level through which you enter the sales point, there are crockery and decorations – the offers at discounted prices are, as always at Ikea, clearly visible.
Even if we don’t find the famous Ikea restaurant, the store still has a “Swedish bistro” that offers cinnamon rolls, ice cream, and hot dogs.
Around the store there are also refrigerators with an offer of the famous Ikea dumplings, as well as shelves with groceries: cakes, ketchup, etc.
Towards the entrance of the store, Ikea offers a collection of products in the image of the sign: a handbag, a water bottle, but also T-shirts and sweatpants (with a barcode from the Billy shelf) that are sold between 12, 90 and 24.90 euros. This collection developed for Ikea Japan is sold exclusively in France at the store on rue de Rivoli.
On the 1st floor, the store offers textiles, bed linen, bathroom and children’s haberdashery, as well as wall decorations and mirrors.
When leaving the store, many automatic payments are available, as well as a number of traditional payments.
In the Ikea Decoration store, you can also pay for your purchases, saving time: on the app, you scan your products on the fly, and at the checkout you will only be able to pay for the total basket.
This article originally appeared on Business Insider France
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