IKEA is coming to Huntsville — in a smaller package
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IKEA's Huntsville store continues a trend of "small-format" announcements by the Swedish retailer. Photo: Michael Nagle/Bloomberg via Getty Images
About a month after rumors swirled about a potential IKEA location in Huntsville, the furniture retailer announced it's opening a store near MidCity.
Why it matters: IKEA is among the top retailers locals want to see in town, and the announcement marks just the latest example of international retailers noticing The Rocket City.
- The new location will be IKEA's first store in Alabama, and IKEA tells Axios Huntsville it's an effort to meet customers where they are.
Driving the news: The announcement set the Huntsville internet abuzz, including a meme on Reddit with a Swedish flag flying atop the rocket at the U.S. Space & Rocket Center with moose walking around.
- It garnered mixed reactions across social media that were largely excited for the announcement, but also skeptical about its fulfillment.
- Questions mostly centered on the size of the store: at 46,000 square feet, it's much smaller than the typical IKEA store.
Case in point: The Atlanta IKEA, located at Atlantic Station, is 366,000 square feet, according to builder VCC.
- In a May announcement about two "new format" stores in Arizona, IKEA describes a 75,000-square-foot store in Phoenix as "small-format."
- Other recent announcements include a San Marcos, Texas, store at 36,000 square feet, a 70,000-square-foot store in Syracuse, New York, and a "one-level, small-format store" at 44,000 square feet in Pharr, Texas.
"We're bringing the IKEA experience closer to where people live, work, socialize and shop–just in a smaller footprint," an IKEA spokesperson told Axios in an email, offering the San Marcos store, which opened last month, as an example.
- Here's an Instagram tour of that store by My San Antonio.
- "This strategic location near universities, residential neighborhoods and major highways allows us to better meet our customers in Alabama," IKEA said.
- It says its biggest competitive advantage is the store: "where customers can get inspired, interact with our product range, and discover ways to improve life at home from our knowledgeable co-workers."
What they're saying: In the Aug. 12 announcement, Javier Quiñones, CEO & chief sustainability officer of IKEA U.S., says the move "highlights our commitment to bring IKEA closer to the many people and make it easier and more affordable to access our home furnishing products and solutions."
- John Achillea, market area manager, said the Swedish retailer is "continuing to grow our presence in the South."
Zoom in: The store will showcase fully-furnished rooms with "local living" solutions "tailored to reflect the unique everyday needs of the Huntsville community."
- The store is coming to University Place Drive near MidCity and Bridge Street, and also near GigaParts and the upcoming Field Day.
- There will be 5,000 items on display, with more than 2,000 available for takeaway, including accessories and 75-plus small furniture items.
- Larger pieces like sofas, beds and the rest of IKEA's offerings can be ordered online and picked up at the Huntsville location or ordered for delivery.
- The store will have a central planning area for one-on-ones with expert IKEA planners, and an "As-is Department" offering used and discontinued items.
Context: IKEA's closest locations include pick-up-only locations in Nashville and Birmingham, a full-size store in Memphis and a full-size store and three pick-up spots in Atlanta.
The big picture: Small format or not, Huntsville's IKEA will still offer its beloved meatballs and hot dogs (and their veggie/vegan counterparts), as well as cinnamon buns and more, both in-store and to take home.