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Swedish furniture retailer IKEA has said it will be launching its pop-up store Hej Homes in cities where it plans to start retail operations. It plans to launch at least 50 such stores by 2025.
The 4,000-7,000 sq ft Hej Homes (‘Hej’ is Swedish for ‘hello’) are typically housed in areas with a high footfall, such as malls. These would house a cafe and a play area for children, and mirror IKEA’s big box retail format in a smaller size.
Ulf Smedberg, Country Marketing Manager, IKEA India, told BusinessLine : “The aim is to give a slice of brand to the consumers. We will be launching the first such pop-up store in Hyderabad, where our first (regular) store is set to be rolled out.”
IKEA plans to open 25 stores in India by 2025 with an estimated investment of ₹10,500 crore. It has acquired land in Hyderabad and begun construction of its store. Its second store is expected to come up in Navi Mumbai.
Smedberg said the company is scouting for property in Mumbai also, where it plans to launch its Hej Homes stores.
Asked if Hej Homes is a precursor to starting IKEA’s omni-channel retail format in India, Smedberg said: “Yes, it is one the channels. Organised retailing is a fairly new concept in India and our aim is to tell the consumers what IKEA stands for.”
He further said as a part of its content and branding strategy, the company will also be introducing catalogues. The company is also planning to set up a temporary warehouse near Mumbai and to set up stores in Delhi, Mumbai, and Bengaluru in Phase One.
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