Ikea has become the latest big-name retailer to radically overhaul its sales strategy in the face of online competition, launching a test to sell its flat-pack furniture through big ecommerce websites amid a fall in visitors to its out-of-town outlets.
Torbjörn Lööf, chief executive of Inter Ikea, said the decision to turn to online retailers — which could include Amazon and Alibaba, though he declined to comment on who he would be working with — is part of a broader overhaul that has also forced the company to turn to new types of stores, particularly in city centres.
“[This] is the biggest development in how consumers meet Ikea since the concept was founded,” he told the Financial Times.
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