Ikea is stepping up its push into China with a new small-format store in eastern Beijing, as it continues to move away from its traditional big-box approach.

The outlet, operated by Ingka Group, is located in Tongzhou District and covers roughly 1500sqm, smaller than a standard Ikea store, which is typically 30,000sqm. It offers around 3000 products, with a stronger emphasis on services such as home planning rather than on large-scale on-site inventory.

The opening marks Ikea’s fifth location in Beijing, but its first in the city’s east, and points to a broader reset in how the retailer is approaching the market. Instead of relying on destination megastores, the company is shifting toward smaller, more accessible sites closer to where people live.

“One solution doesn’t fit all – and that is what makes our expansion more relevant today,” said Javier Quiñones, global commercial manager at Ingka Group. “We are getting closer to more people than ever, while continuously learning how to optimise our offer and presence.”

The format has already been trialled in Shenzhen, with further compact stores expected across other major cities.

So far this year, Ikea has opened 21 new locations globally, spanning formats from a few hundred square metres to more than 4000. The sites have launched across Europe, North America and Asia, with additional openings planned in the months ahead.

• Further reading: Ikea veteran Martin Lindstrom to exit after three decades.