Ikea opened a new city-centre concept store in Paris on Monday as the Swedish furniture giant tries a new strategy for winning over urban consumers that will be rolled out internationally this year. The Paris outlet at Place Madeleine, a short walk from the bottom of the Champs-Elysees avenue, is four times smaller than Ikea's typical blue-box megastores, which are usually located on cheaper land on the edge of cities. From the opening, we will start learning," the chief executive of Ikea's parent group, Jesper Brodin, told AFP.
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