Report: IKEA to Focus on Stores, Not E-Commerce

News

New York City A memo circulated to IKEA employees in Sweden revealed a change in retail strategy for the company, according to Furniture Today.

According to the memo, which came from CEO and president Anders Dahlvig, IKEA will focus on the in-store experience as “the only sales channel,” putting a halt on “further investments to develop the home shopping or online sales channel(s).”

Mona A. Liss, a spokesperson for IKEA U.S. and a member of the company’s U.S. corporate public relations staff, confirmed the authenticity of the memo but said there are no plans to discontinue e-commerce in the United States, the report said.

According to the memo from Dahlvig dated Dec. 7, the focus on in-store efforts is the result of a decision from IKEA’s board, a decision based on the belief that IKEA “can give customers the best offer and the lowest price by making the range available only through IKEA stores,” the report said.

Recommended stories

Login or Register to post a comment.