As IKEA prepares to expand its presence in Brighton, the company is tailoring its new store to reflect the unique lifestyles and aspirations of the city’s diverse residents. Through home visits and focus groups with Brighton and Sussex locals, IKEA has gathered insights into how people live, their challenges, and their aspirations for their homes. These findings will be integral to the design and layout of the new store, aiming to provide a personalised shopping experience.
Lisa Ward, Life at Home expert at IKEA UK, explained the retailer’s approach:
“At IKEA, we strive to create a better everyday life for as many people as possible. To achieve this, we need to understand how people live and the challenges they face in their living situations. By doing so, we can create a fantastic store filled with bespoke roomsets and home furnishing solutions relevant to the Sussex area’s wants and needs. This makes for a tailored shopping experience, helping people to live more functional, sustainable, and beautiful at home, all at an affordable price.”
Understanding Life at Home in Brighton
Brighton’s vibrant and diverse population is central to IKEA’s plans for the store. The city is home to nearly 280,000 residents with a median age of 38, a significant student population, and a reputation as the “unofficial gay capital of the UK.” Its housing landscape reflects this diversity, with an even split between rented and owned properties – a higher proportion of renters compared to the national average of 35%.
Homes in Brighton are often compact, with architectural features such as bay windows (found in 23% of homes) and chimney breasts that require creative furnishing solutions. The city’s rental market also poses challenges for personalisation, as restrictions from landlords can make it difficult for tenants to add their own touch to their living spaces.
Lisa added: “Visiting Brighton residents to learn about life in the city has been great fun. From colour-drenched interior design to houseplant obsessions and thrifted ‘street treasure’ transformations, these homes are brimming with personality.”
Local Insights Shaping the Store
IKEA’s research revealed several distinctive traits of Brighton homes that will inform the design of the store’s roomsets and product displays:
- Storage Solutions: Limited storage space is a common frustration among Brighton residents, with 39% dreaming of built-in wardrobe solutions with sliding doors. IKEA plans to showcase innovative and space-saving storage ideas, especially for bedrooms and multifunctional spaces.
- Multifunctional Furniture: Many Brighton homes serve multiple purposes, with 31% of households placing their dining table and chairs in the kitchen and half of bedrooms featuring a TV. To meet these needs, IKEA will present versatile furniture that adapts to different activities, such as work, relaxation, and entertaining.
- Compact Kitchens: Brighton kitchens are often L-shaped or galley-style, with limited space and dual functionality, as they frequently house laundry appliances. IKEA will display designs that highlight space-saving ideas for compact kitchens, including clever storage solutions and multifunctional furniture.
- Outdoor Living: Despite the compact size of many homes, outdoor spaces such as patios, balconies, and gardens are highly valued by Brighton residents. Flexible and storable outdoor furniture will feature prominently in the new store, inspiring locals to maximise these spaces year-round.
- Sustainability: IKEA will offer a range of products that align with Brighton’s eco-conscious ethos, including furniture made from recycled materials, energy-efficient lighting, and water-saving solutions.
Lisa commented: “By interviewing and listening to people’s needs and aspirations for their homes, we can better showcase ideas and solutions to help them achieve the home of their dreams. This understanding will be at the core of our new store, ensuring we meet the unique needs of the Brighton community.”
Challenges and Opportunities in Brighton Homes
Living rooms in Brighton often serve as the hub of the home, accommodating activities ranging from relaxing to working. The city’s compact housing means that smart storage and multifunctional furniture are essential to make the most of these spaces. Bedrooms also play a critical role, particularly in shared accommodations, where they often double as workspaces and personal havens.
Brighton’s homes also reflect the city’s creative and eco-friendly culture, with residents frequently engaging in upcycling and transforming “street treasure” – unwanted furniture left on pavements for others to adopt. IKEA’s Life at Home research aims to build on this tradition by offering affordable, functional, and sustainable solutions that align with the city’s values.
Looking Ahead
The Brighton store will not only reflect the city’s unique housing challenges but also offer solutions designed to inspire and empower residents to make the most of their living spaces. With plans to include thoughtfully curated roomsets and displays, IKEA hopes to create a shopping experience that resonates with Brighton’s diverse community.
Lisa concluded: “Our next step now is to plan the store meticulously, ensuring every detail aligns with the insights we’ve gathered. We are incredibly excited about this new chapter and look forward to opening our doors in Brighton, where we can bring locally relevant solutions to life for the vibrant community here.”
The opening date for the new Brighton store has yet to be announced. It will follow the launch of IKEA’s Oxford Street store in London this spring.
