IKEA is phasing out its iconic maze-like layouts in select urban stores, introducing a new linear format designed to give shoppers a more structured experience, Retail Asia reported.
Responding to feedback from customers in cities like Paris, Mumbai, and London, the Swedish home furnishings giant is experimenting with a single, straight path from entrance to exit, replacing the winding routes that long defined the IKEA experience. The updated design includes signposted shortcuts, balancing guidance with flexibility.
‘It turned out this only worked to some extent’, said Sara Del Fabbro, deputy chief operating officer at Ingka Group, the biggest IKEA franchisee holding company, referring to the initial open-plan concept tested in smaller urban stores. ‘Many customers wanted more guidance, like in our classic stores.’
The shift marks a strategic pivot for IKEA, which had embraced a free-flowing format in its compact city locations to encourage browsing, but customers found the unguided format confusing. In April, IKEA officially announced its intention to replace the maze with more intuitive layouts, addressing recurring complaints about getting lost.
Del Fabbro noted that redesigning stores to meet local expectations is complex: ‘We do a lot of local research and home visits to understand how [customers] live and what their needs and frustrations are.’ She added that, while not every experiment succeeds, experimenting is central to IKEA’s approach.
Alongside layout changes, IKEA is bolstering its omnichannel strategy. More store space is being allocated to home furnishing inspiration and expert consultation, with increased staff on hand. On the logistics front, automation and robotics are being deployed in-store to fulfil online orders faster and more efficiently.
Despite a 5% decline in sales to $51.3 billion (€45.1 billion) in fiscal year 2024, IKEA saw store visits rise by 4.5% to 899 million and online traffic surge 21% to 4.6 billion visits – indicating strong customer engagement across channels.
The company says it will continue testing innovative layouts, including whimsical designs like a store shaped like a giant meatball, while refining customer journeys to blend guidance, inspiration, and convenience.
