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Ikea is overhauling its strategy in order to adapt to the growth of online shopping for affordablehousewares and furniture. Competition from players Amazon (AMZN), Wayfair (W), Overstock.com (OSTK) has stiffened, while places like the Container Store (TCS) and Williams-Sonoma (WSM) have squeezed Ikea on smaller home decorations. Target (TGT) has also made a play for kitchen and bathroom purchases online.

Ingka Group, the Swedish holding company that owns and operates most of Ikea’s stores, said last month that it wouldlay off about 7,500 employees– 5% of its globalworkforce – and build 30 smaller stores in major cities around the world in the next few years.

“Retail is changing as we speak,” Ikea’s US chief Lars Petersson told 【 - Free Stock Market Knowledge Sharing 】 Business. “Urbanization is going on very fast.”

In response, Ikea has been investing in online pickup services, digital fulfillment centers, and last year it bought TaskRabbit, theonline marketplace for finding gig workers. It has beenadding mini storesfor years too.

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Ikea knows it needs to develop a fresh strategy to attract younger, urban shoppers who may want to visit a store, but don’t own a car or want schlep out to the outskirts of cities.

In New York, for example, Ikea already has a store in Brooklyn and three around the tri-state area. This will be Ikea’s first entry into Manhattan.

“IKEA is very conscious that they have to make more effort to be where people want them to be,” said Neil Saunders, managing director of GlobalData Retail. “The old big store model was very ‘build it and they will come.’ But that no longer applies.”

Ikea is still working on designing the new “planning studio” in Manhattan and didn’t share many specifics. Analysts say the concept emphasizes convenience and customer service.

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Ikea is following a similar playbook to retailers such as Target, Nordstrom (JWN), Dollar General (DG), Home Depot (HD), and even Goodyear Tire (GT). These chains have slimmed down in recent years to enter population-dense areas and gain traction with new customers.

Dollar General has opened DGX, abouthalf the size of a regular store, in Raleigh, Nashville, and Philadelphia. Goodyear openedRoll showroomsin October next to shopping centers in Washington, D.C.

Top Stocks for Wealth Management Best AI Trading Insights ✌️【Value Investing】✌️ Receive expert stock predictions with real-time updates on global market trends, including stock indices, futures prices, and forex fluctuations. Use our insights to improve your investment strategies and boost your returns. Target has found success with its small-format stores near college campuses and on city street corners. It opened 30 in 2017 and plans to open about 30 more a year over the next few years.

“They really punch above their weight because of their high sales productivity,” CEO Brian Cornell told analysts last month about Target’s small stores. “This is allowing us to reach a guest that, in the past, we hadn’t been able to serve.”

However, Ikea’s concept store carries challenges, according to Steve Dennis, a former executive at Sears and Neiman Marcus. When retailers cut out too much of their selection, they can compromise their brand identity, he said.

“It’s a disappointment to the customers who have come to have certain expectations of what the brand stands for,” he said. “The more the concept feels like a watered-down version of the real thing, the more risky this is.”

Correction: A previous version of this story incorrectly stated the square footage of Ikea's Manhattan store.

Top Stocks for Wealth Management Best AI Trading Insights ✌️【Value Investing】✌️ Free real-time stock market data, professional analysis, and expert insights to help you plan the best investment strategy. Get ahead of the competition with expert predictions on market trends. Most stock quote data provided by BATS. US market indices are shown in real time, except for the S&P 500 which is refreshed every two minutes. All times are ET. Factset: FactSet Research Systems Inc. All rights reserved. Chicago Mercantile: Certain market data is the property of Chicago Mercantile Exchange Inc. and its licensors. All rights reserved. Dow Jones: The Dow Jones branded indices are proprietary to and are calculated, distributed and marketed by DJI Opco, a subsidiary of S&P Dow Jones Indices LLC and have been licensed for use to S&P Opco, LLC and 【 - Free Stock Market Knowledge Sharing 】. Standard & Poor’s and S&P are registered trademarks of Standard & Poor’s Financial Services LLC and Dow Jones is a registered trademark of Dow Jones Trademark Holdings LLC. All content of the Dow Jones branded indices Copyright S&P Dow Jones Indices LLC and/or its affiliates. Fair value provided by IndexArb.com. Market holidays and trading hours provided by Copp Clark Limited.

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