The popular home goods store IKEA is setting up shop in Austin's upscale shopping hub, The Domain, but don't expect the usual blue and yellow megastructure. This new IKEA dig will be a compact "plan & order" store, a stark contrast to its sprawling Round Rock counterpart that could swallow three H-E-B stores whole. This fresh concept is a nod to the brand's $2.2 billion investment plan to mushroom across the United States, with its sights set on more accessible and convenient customer experiences.
Slated to throw open its doors this summer, the novel 5,000-square-foot location will nest at 3306 Esperanza Crossing, previously the haunt of Twisted, a custom auto outfitter. IKEA has locked in a five-year lease for this prime spot, Rob Parsons, market area manager for IKEA U.S., confirmed to the Austin Business Journal.
Customers visiting the Domain IKEA can expect more than just a swift pick-up of online purchases. In an interactive environment, employees will dish out advice to shoppers tangled in the complexity of kitchen and office planning. "IKEA is on a journey in the U.S. to become more accessible, convenient and affordable for the many," Parsons said.
Even with its reduced size, the Domain store will stay true to IKEA's heart—employees bringing out pre-ordered items to customers parked in designated spots, for instance. This service intends to bridge the distance for loyalists who find the trek to Round Rock a schlep. Housing eight to 15 staff, IKEA's second Austin store aims to check the boxes of location convenience and heightened brand affinity, identified as key in selecting The Domain—a venue often dubbed Austin's second downtown, Parsons reported to KXAN.
While no further locations in Austin are spilling from the company's lips, Parsons hinted that the company is constantly on the prowl for more opportunities. This leaner IKEA model is no one-off. Hot on its heels are more "plan & order" IKEA stores gearing up to launch in Atlanta and the Los Angeles area. Echoing the sentiment of IKEA U.S. CEO Javier Quiñones, the Swedish retailer is on a mission to simplify home-making, insisting, "Creating a home you love is about to get even simpler for everyone!"
