IKEA takes the final steps to start its conquest of the country
IKEA will disembark with force in Mexico. Before the fall of 2020, the company will have invested approximately 500 million dollars in the country, 150 of them in the opening of the first store.
With this, IKEA aims to consolidate in this market its low-cost design concept and revolutionize the retail map. In the new edition of Expansión Magazine, Malcolm Pruys, CEO of IKEA, tells the company's plans, until now secret, for Mexico.
The Swedish firm has more than 60 countries spread across five continents, and in Mexico, for the moment, it aspires to 15% of the market share, says Malcolm Pruys, CEO of IKEA for the country.
The company chose Mexico as its gateway to Latin America, where it expects its next major expansion globally, after Asia, with the opening of nine stores in the next decade. Its arrival has been made to wait: it does it after more than 15 years of prospecting.
Now, after announcing that the first store will be located in the country's capital, his intention is to open a new store every two years. Guadalajara and Monterrey are the next openings, reveals the director.
The rest of the more than 20 cities with more than 1 million inhabitants that Mexico has been in sight. The main population centers of Bajio, Toluca, Cancun or Acapulco may be among the chosen, once the brand consolidates its initial bets.
Logistics is part of the success of this multinational's business, and the north of the State of Mexico will almost certainly become the location of IKEA's first distribution center in the country. In addition, Saltillo will receive an investment of close to $175 million dollars to host the first production center for the brand, a furniture cluster that will grow as its supply network.
To date, there are already 10 authorized Mexican suppliers that manufacture products for the home, which are sold in different parts of the world, and the CEO expects this number to increase in the coming years.
IKEA's bet is ambitious, in a country whose population has an average age of 27 years, and a few options that resemble this low-cost design model.
In contrast to the Swedish giant, the big departments, such as Liverpool or El Palacio de Hierro, and concepts such as GAIA or Alameda, still, have a little more than a year to cushion the blow.