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  • Compact versions of large stores could attract urbanites
  • Compact versions of large stores could attract urbanites
    Bloomberg (2014) ©
CASE STUDY

IKEA Urban: small stores for Hamburg’s busy city dwellers

About 40% of Hamburg's 1.8 million residents don’t own a car, so IKEA has introduced its first ‘citystore’ – an urban little sister to its sprawling, out-of-town counterparts. It’s already more popular than any other German branch, but who is this inner-city store attracting?