{"id":122529,"date":"2025-07-14T12:24:49","date_gmt":"2025-07-14T10:24:49","guid":{"rendered":"https:\/\/www.retaildetail.be\/?p=122529"},"modified":"2025-07-14T12:46:27","modified_gmt":"2025-07-14T10:46:27","slug":"ikea-grijpt-terug-naar-klassiek-winkelconcept","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/nl\/news\/wonen\/ikea-grijpt-terug-naar-klassiek-winkelconcept\/","title":{"rendered":"Ikea: stadswinkels werken niet, klanten willen balletjes en vaste route"},"content":{"rendered":"\n<p><strong>Ikea<\/strong> gaat weer voor schaal en keert terug naar zijn mastodont-wortels: de woonwinkelketen zegt kleine stadswinkels vaarwel, maar gooit zijn gewicht in de strijd met prijsverlagingen om marktaandeel te veroveren.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Marktaandeel gaat voor<\/h2>\n\n\n\n<p>Dat de omzet van Ingka Group (het bedrijf dat de meeste Ikea-winkels uitbaat) het voorbije boekjaar met&nbsp;5,5% daalde, ziet CEO Jesper Brodin niet per se als een probleem. Ook de nettowinst halveerde, maar dat beschouwt de meubelgigant als een kleine prijs voor meer marktaandeel. Met een bedrijfswinst van nog steeds 1,3&nbsp;miljard euro kan de Zweedse reus het zich immers veroorloven.<\/p>\n\n\n\n<p>Lees: de mastodont is zo groot, dat die rustig in eigen vel kan snijden als die daarmee kleinere spelers, zonder zo veel reserves, weg kan duwen. Ikea investeerde de afgelopen tijd 2,1&nbsp;miljard euro in prijsverlagingen; een elan waarop het bedrijf ook dit jaar verdergaat. Het aantal klanten en verkochte artikelen steeg zo vorig jaar, ondanks de lagere omzet. <\/p>\n\n\n\n<p>De CEO was vorige week niettemin in Brussel, samen met andere bedrijven en investeerders, om de Europese Unie op te roepen om de klimaatambities van de Green Deal aan te houden. \u201c<a href=\"https:\/\/www.tijd.be\/ondernemen\/retail\/ceo-ikea-wij-blijven-prijzen-verlagen-want-dan-verkopen-we-meer\/10615541.html\" target=\"_blank\">Duurzaamheid levert groei en winst op<\/a>,\u201d vertelt Brodin aan De Tijd in een interview. Sinds&nbsp;2016 wist Ingka de CO\u2082-uitstoot met&nbsp;30,1% te reduceren, terwijl de omzet met&nbsp;23,7% groeide. \u201cDankzij onze klimaatmaatregelen konden we vorig jaar investeren in onze prijsverlagingen.\u201d <\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Nieuwe middelgrote winkels<\/h2>\n\n\n\n<p>Opvallend: de kleine stadswinkels, waar Brodin een aantal jaar geleden sterk op inzette, worden weer opgegeven. Klanten blijken een voorkeur te hebben voor het &#8220;klassieke&#8221; Ikea-concept, inclusief restaurant en vaste wandelroute. De keten heeft bijgevolg locaties van &#8220;minstens 2.000&nbsp;m\u00b2 nodig&#8221;. <\/p>\n\n\n\n<p>Ook ontwikkelde Ikea inmiddels een concept voor &#8220;middelgrote&#8221; winkels: locaties van ongeveer 6.000&nbsp;m\u00b2, gericht op kleinere steden. Vijf testwinkels zagen ondertussen het daglicht. \u201cWe hopen dit model naar honderden locaties te brengen, maar het moet zich eerst bewijzen\u201d, aldus Brodin.<\/p>\n\n\n\n<p>De grote vestigingen blijven intussen &#8220;het hart van het bedrijf&#8221;, niet het minst als distributiecentrum voor e-commerce. 80% van de Ikea-klanten shopt vandaag immers omnichannel: ze kopen zowel online als offline.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Ikea gaat weer voor schaal en keert terug naar zijn mastodont-wortels: de woonwinkelketen zegt kleine stadswinkels vaarwel, maar gooit zijn gewicht in de strijd met prijsverlagingen om marktaandeel te veroveren.<\/p>\n","protected":false},"author":5,"featured_media":104133,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[21],"tags":[],"people":[690],"extra":[43],"company":[211],"topic":[273,197],"region":[],"class_list":["post-122529","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-wonen","people-jesper-brodin","extra-plus","company-ikea","topic-duurzaamheid","topic-expansie"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Ikea: stadswinkels werken niet, klanten willen balletjes en vaste route - RetailDetail BE<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link 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