{"id":6099,"date":"2026-02-24T11:03:08","date_gmt":"2026-02-24T11:03:08","guid":{"rendered":"https:\/\/www.europesays.com\/cz\/6099\/"},"modified":"2026-02-24T11:03:08","modified_gmt":"2026-02-24T11:03:08","slug":"ikea-zarizla-plan-na-zbudovani-velkeho-obchodniho-domu","status":"publish","type":"post","link":"https:\/\/www.europesays.com\/cz\/6099\/","title":{"rendered":"IKEA za\u0159\u00edzla pl\u00e1n na zbudov\u00e1n\u00ed velk\u00e9ho obchodn\u00edho domu"},"content":{"rendered":"

\u0160v\u00e9dsk\u00fd gigant m\u011bn\u00ed strategii, s jakou hodl\u00e1 upev\u0148ovat pozici nejv\u011bt\u0161\u00edho n\u00e1bytk\u00e1\u0159sk\u00e9ho \u0159et\u011bzce na \u010desk\u00e9m trhu. IKEA z vize pro p\u0159\u00ed\u0161t\u00ed dek\u00e1dy definitivn\u011b vy\u0161krtla zam\u00fd\u0161lenou v\u00fdstavbu p\u00e1t\u00e9ho velk\u00e9ho obchodn\u00edho domu, kter\u00fd by doplnil st\u00e1vaj\u00edc\u00ed \u010dtve\u0159ici nach\u00e1zej\u00edc\u00ed se v Praze, Brn\u011b a Ostrav\u011b. Spole\u010dnost sice v minulosti odkl\u00e1dala n\u011bkter\u00e9 projekty v\u00fdstavby, sv\u00e9 pl\u00e1ny expanze na tuzemsk\u00e9m trhu v\u0161ak v dlouhodob\u00e9m horizontu op\u00edrala mimo jin\u00e9 pr\u00e1v\u011b o vybudov\u00e1n\u00ed p\u00e1t\u00e9ho velk\u00e9ho obchodn\u00edho domu.\u00a0<\/p>\n

\u201eRozhodn\u011b jeho v\u00fdstavbu v\u00e1\u017en\u011b zva\u017eujeme. Ur\u010dit\u011b je to sou\u010d\u00e1st na\u0161ich dlouhodob\u00fdch r\u016fstov\u00fdch pl\u00e1n\u016f. Nov\u00e9 obchodn\u00ed domy koneckonc\u016f vznikaj\u00ed i na Slovensku a v Ma\u010farsku,\u201c\u00a0popisoval strategii<\/a>\u00a0b\u00fdval\u00fd gener\u00e1ln\u00ed \u0159editel pro \u010cesko, Slovensko a Ma\u010farsko David McCabe pro e15 v roce 2022.\u00a0<\/p>\n

Pl\u00e1n\u00a0pozd\u011bji potvrdil<\/a>\u00a0i za\u010d\u00e1tkem roku 2024: \u201eKolem Prahy je po\u0159\u00e1d dost potenci\u00e1lu, nechceme se ale sp\u00e1lit.\u201c Od t\u00e9 doby ale do\u0161lo k z\u00e1sadn\u00ed zm\u011bn\u011b.\u00a0<\/p>\n

Nov\u00e1 strategie IKEA<\/p>\n

IKEA v sou\u010dasnosti p\u0159ekop\u00e1v\u00e1 svou strategii, kterou v \u010cesku od lo\u0148sk\u00e9ho z\u00e1\u0159\u00ed realizuje McCabeova n\u00e1stupkyn\u011b Erika Intisov\u00e1. \u201ePokud jde o velk\u00e9 obchodn\u00ed domy, na\u0161i strategii moment\u00e1ln\u011b revidujeme a ub\u00edr\u00e1 se \u010d\u00e1ste\u010dn\u011b jin\u00fdm sm\u011brem. Chceme zrychlit expanzi a pr\u00e1v\u011b k tomu l\u00e9pe slou\u017e\u00ed nov\u00e9, men\u0161\u00ed form\u00e1ty prodejen, kter\u00e9 testujeme po cel\u00e9m sv\u011bt\u011b. Nab\u00edzej\u00ed toti\u017e v\u011bt\u0161\u00ed flexibilitu a umo\u017e\u0148uj\u00ed v\u00fdrazn\u011b rychlej\u0161\u00ed rozvoj ne\u017e v\u00fdstavba tradi\u010dn\u00edch velk\u00fdch dom\u016f,\u201c sd\u011blila Intisov\u00e1 e15.\u00a0<\/p>\n

V t\u011bchto dnech aktualizovan\u00e1 strategie tak na dlouhou dobu ru\u0161\u00ed sc\u00e9n\u00e1\u0159e, kter\u00e9 kalkulovaly s v\u00fdstavbou v \u010cestlic\u00edch u Prahy, Plzni nebo mezi Pardubicemi a Hradcem Kr\u00e1lov\u00e9.\u00a0<\/p>\n

Dnes u\u017e zru\u0161en\u00e1 prvn\u00ed prodejna otev\u0159ela v z\u00e1\u0159\u00ed roku 1991 v Dom\u011b bytov\u00e9 kultury na Praze 4. N\u00e1sledoval Zli\u010d\u00edn v roce 1996, o dva roky pozd\u011bji p\u0159ibylo Brno, o dal\u0161\u00ed t\u0159i roky pozd\u011bji Ostrava. Obchodn\u00ed d\u016fm na \u010cern\u00e9m most\u011b, kter\u00fd p\u0159iv\u00edtal z\u00e1kazn\u00edky poprv\u00e9 v roce 2004, tak patrn\u011b z\u016fstane na dlouhou dobu posledn\u00edm.\u00a0<\/p>\n

IKEA na glob\u00e1ln\u00ed sc\u00e9n\u011b brzd\u00ed<\/p>\n

Zm\u011bna strategie se odv\u00edj\u00ed od chov\u00e1n\u00ed z\u00e1kazn\u00edk\u016f, kte\u0159\u00ed \u010d\u00edm d\u00e1l \u010dast\u011bji kombinuj\u00ed n\u00e1v\u0161t\u011bvy obchodn\u00edch dom\u016f nebo men\u0161\u00edch pobo\u010dek s on-line n\u00e1kupy. Do kamenn\u00e9ho obchodu si \u010dasto chod\u00ed zbo\u017e\u00ed prohl\u00e9dnout, osahat, porovnat barvy. K re\u00e1ln\u00e9mu n\u00e1kupu v\u0161ak \u010d\u00edm d\u00e1l \u010dast\u011bji doch\u00e1z\u00ed p\u0159es internet, loni se na tr\u017eb\u00e1ch pod\u00edlel z jedn\u00e9 t\u0159etiny. Neznamen\u00e1 to, \u017ee by do obchodn\u00edch dom\u016f p\u0159estali chodit, naopak jich tam zav\u00edtalo meziro\u010dn\u011b o dv\u011b st\u011b tis\u00edc v\u00edce, tedy 9,4 milionu.\u00a0<\/p>\n

Ve finan\u010dn\u00edm roce, jen\u017e skon\u010dil loni v srpnu, IKEA v \u010cesku utr\u017eila t\u0159in\u00e1ct miliard korun, meziro\u010dn\u011b o t\u0159i procenta v\u00edce. \u0158et\u011bzec zat\u00edm nezve\u0159ejnil, zda ve v\u00fdsledku vyd\u011blal, nebo prod\u011blal. V p\u0159ede\u0161l\u00e9m \u00fa\u010detn\u00edm roce mu klesl \u010dist\u00fd zisk o \u010dtrn\u00e1ct procent na 1,16 miliardy.\u00a0<\/p>\n

Ani na glob\u00e1ln\u00ed sc\u00e9n\u011b IKEA v uplynul\u00e9m finan\u010dn\u00edm roce nezaz\u00e1\u0159ila. Skupin\u011b, kter\u00e1 vyr\u00e1b\u00ed sv\u00e9 produkty v \u010c\u00edn\u011b, Polsku, It\u00e1lii, N\u011bmecku a \u0160v\u00e9dsku, klesly tr\u017eby o procento na 1,1 bilionu korun v p\u0159epo\u010dtu. Sn\u00ed\u017eily se druh\u00fdm rokem v \u0159ad\u011b. D\u016fvodem je \u010d\u00e1ste\u010dn\u011b i fakt, \u017ee po odezn\u011bn\u00ed infla\u010dn\u00ed vlny IKEA zlevnila \u010d\u00e1st sortimentu. Podle agentury Reuters sn\u00ed\u017eila ceny v pr\u016fm\u011bru o deset procent, a to kv\u016fli podkopan\u00e9 popt\u00e1vce spot\u0159ebitel\u016f.\u00a0<\/p>\n

\"Zvy\u0161ov\u00e1n\u00ed<\/a>Zvy\u0161ov\u00e1n\u00ed plat\u016f st\u00e1tn\u00ed spr\u00e1v\u011b je zb\u011bsil\u00e9 a z\u00e1sadn\u011b ohro\u017euje ekonomiku, \u0159\u00edk\u00e1 l\u00eddr tradi\u010dn\u00edch keramick\u00fdch z\u00e1vod\u016f<\/a><\/p>\n

Ty \u010desk\u00e9 nehodl\u00e1 oslovovat prost\u0159ednictv\u00edm jednoho nov\u00e9ho velk\u00e9ho obchodn\u00edho domu, kter\u00fd by si vy\u017e\u00e1dal masivn\u011bj\u0161\u00ed investice, ale skrze v\u011bt\u0161\u00ed mno\u017estv\u00ed men\u0161\u00edch pobo\u010dek, kter\u00e9 sn\u00e1z um\u00edst\u00ed do center m\u011bst.\u00a0<\/p>\n

\u201eNa \u010desk\u00e9m trhu st\u00e1le vid\u00edme velk\u00fd prostor pro dal\u0161\u00ed r\u016fst, proto pr\u016fb\u011b\u017en\u011b analyzujeme situaci a hled\u00e1me form\u00e1ty, kter\u00e9 n\u00e1m umo\u017en\u00ed b\u00fdt z\u00e1kazn\u00edk\u016fm co nejbl\u00ed\u017ee. Prim\u00e1rn\u011b se proto zam\u011b\u0159ujeme na to, jak prost\u0159ednictv\u00edm men\u0161\u00edch a dostupn\u011bj\u0161\u00edch pobo\u010dek zaplnit b\u00edl\u00e1 m\u00edsta na map\u011b \u010ceska,\u201c vysv\u011btluje Intisov\u00e1.\u00a0<\/p>\n

Jedno takov\u00e9 men\u0161\u00ed studio provozuje nap\u0159\u00edklad v n\u00e1kupn\u00edm centru v Praze na Chodov\u011b. Kdy\u017e ho zde otev\u0159ela v l\u00e9t\u011b 2021, bylo v\u016fbec prvn\u00ed sv\u00e9ho druhu ve st\u0159edn\u00ed Evrop\u011b. Z\u00e1jemc\u016fm zde dodnes rad\u00ed se za\u0159\u00edzen\u00edm interi\u00e9r\u016f. O dva roky pozd\u011bji p\u0159ibyla podobn\u00e1 studia v \u010cesk\u00fdch Bud\u011bjovic\u00edch, Hradci Kr\u00e1lov\u00e9 a Olomouci. \u0158et\u011bzci naopak nevy\u0161el projekt na V\u00e1clavsk\u00e9m n\u00e1m\u011bst\u00ed, kde men\u0161\u00ed\u00a0pobo\u010dku zav\u0159el<\/a>\u00a0v l\u00e9t\u011b 2019 u\u017e rok po slavnostn\u00edm otev\u0159en\u00ed.\u00a0<\/p>\n

Zat\u00edmco loni se IKEA zam\u011b\u0159ovala hlavn\u011b na matrace a postele, letos c\u00edl\u00ed na j\u00eddelny a stravov\u00e1n\u00ed. V pr\u016fm\u011bru prod\u00e1v\u00e1 93 kuchyn\u00ed denn\u011b.\u00a0<\/p>\n

Strategie ASKO N\u00e1bytek a JYSK<\/p>\n

IKEA nen\u00ed zdaleka jedin\u00fdm hr\u00e1\u010dem na \u010desk\u00e9m trhu, kter\u00fd s\u00e1z\u00ed na kombinaci v\u011bt\u0161\u00edch obchodn\u00edch dom\u016f s men\u0161\u00edmi studii \u2013 takto postupuje nap\u0159\u00edklad i ASKO N\u00e1bytek se sv\u00fdmi t\u0159in\u00e1cti pobo\u010dkami. Ve velk\u00fdch obchodn\u00edch domech prezentuje v\u011bt\u0161inu sortimentu, inspiruje z\u00e1kazn\u00edky a nab\u00edz\u00ed slu\u017eby na jednom m\u00edst\u011b \u2013 od n\u00e1bytku p\u0159es kuchyn\u011b a\u017e po odborn\u00e9 poradenstv\u00ed.\u00a0<\/p>\n

\u201eN\u00e1kupn\u00ed chov\u00e1n\u00ed na\u0161ich z\u00e1kazn\u00edk\u016f se ale m\u011bn\u00ed. Lid\u00e9 dnes \u010dast\u011bji kombinuj\u00ed on-line a off-line sv\u011bt, cht\u011bj\u00ed b\u00fdt obslou\u017eeni rychleji a bl\u00ed\u017ee sv\u00e9mu bydli\u0161ti nebo m\u00edt mo\u017enost vyzvednout si zakoupen\u00e9 zbo\u017e\u00ed v \u010dase, kter\u00fd jim vyhovuje \u2013 nap\u0159\u00edklad p\u0159i cest\u011b z pr\u00e1ce dom\u016f,\u201c \u0159\u00edk\u00e1 marketingov\u00e1 \u0159editelka spole\u010dnosti Andrea \u0160t\u011bp\u00e1nov\u00e1. Men\u0161\u00ed pobo\u010dky maj\u00ed z\u00e1rove\u0148 pomoci s roz\u0161\u00ed\u0159en\u00edm zna\u010dky do region\u016f, pru\u017en\u011bji reagovat na lok\u00e1ln\u00ed popt\u00e1vku z\u00e1kazn\u00edk\u016f a slou\u017eit jako v\u00fddejn\u00ed s\u00ed\u0165 pro n\u00e1kupy z e-shopu.\u00a0<\/p>\n

Konkuren\u010dn\u00ed JYSK v \u010cesku provozuje 113 prodejen, obvykle pracuje s prodejn\u00ed plochou kolem 950 metr\u016f \u010dtvere\u010dn\u00edch. \u201eTo pova\u017eujeme za optim\u00e1ln\u00ed koncept vzhledem k \u0161\u00ed\u0159i sortimentu a zp\u016fsobu prezentace. Existuj\u00ed i v\u00fdjimky, kter\u00e9 vych\u00e1zej\u00ed z konkr\u00e9tn\u00edch situac\u00ed, nap\u0159\u00edklad z um\u00edst\u011bn\u00ed prodejny v obchodn\u00edch centrech. Ani v tomto p\u0159\u00edpad\u011b v\u0161ak nejde o studio, ale o plnohodnotnou prodejnu, na kterou jsou na\u0161i z\u00e1kazn\u00edci zvykl\u00ed,\u201c uv\u00e1d\u00ed mluv\u010d\u00ed JYSK Zuzana Rafajlovi\u010d. Pl\u00e1novan\u00e1 dal\u0161\u00ed expanze zna\u010dky v \u010cesku se bude \u0159\u00eddit pr\u00e1v\u011b touto strategi\u00ed.\u00a0<\/p>\n","protected":false},"excerpt":{"rendered":"\u0160v\u00e9dsk\u00fd gigant m\u011bn\u00ed strategii, s jakou hodl\u00e1 upev\u0148ovat pozici nejv\u011bt\u0161\u00edho n\u00e1bytk\u00e1\u0159sk\u00e9ho \u0159et\u011bzce na \u010desk\u00e9m trhu. IKEA z vize…\n","protected":false},"author":2,"featured_media":6100,"comment_status":"","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[11],"tags":[92,423,3291,4318,4323,4324,4319,4322,4321,4320,4325,744,99,54,53,52],"class_list":{"0":"post-6099","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-svet","8":"tag-brno","9":"tag-byty","10":"tag-doplnky","11":"tag-ikea","12":"tag-kuchyne","13":"tag-loznice","14":"tag-nabytek","15":"tag-nakupy","16":"tag-obchodni-centrum","17":"tag-obchodni-dum","18":"tag-obyvak","19":"tag-ostrava","20":"tag-praha","21":"tag-svet","22":"tag-world","23":"tag-world-news"},"share_on_mastodon":{"url":"","error":""},"_links":{"self":[{"href":"https:\/\/www.europesays.com\/cz\/wp-json\/wp\/v2\/posts\/6099","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.europesays.com\/cz\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.europesays.com\/cz\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.europesays.com\/cz\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.europesays.com\/cz\/wp-json\/wp\/v2\/comments?post=6099"}],"version-history":[{"count":0,"href":"https:\/\/www.europesays.com\/cz\/wp-json\/wp\/v2\/posts\/6099\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.europesays.com\/cz\/wp-json\/wp\/v2\/media\/6100"}],"wp:attachment":[{"href":"https:\/\/www.europesays.com\/cz\/wp-json\/wp\/v2\/media?parent=6099"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.europesays.com\/cz\/wp-json\/wp\/v2\/categories?post=6099"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.europesays.com\/cz\/wp-json\/wp\/v2\/tags?post=6099"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}