IKEA Opening 2nd Metro ATL Location (Atlanta, Roswell: university, stores, renewal)

[samiwas1]

Originally Posted by primaltech

The theory that the AS location will be closed and replaced with something on the NE side, sounding more plausible the longer I think about it.

I doubt it. I don't think that would be kept a secret.

I'm thinking that they're looking to capture the north market (Cobb, North Fulton) who may not be as excited to drive into the city, but would go in droves if it was in their area. And I don't think they want to lose the Midtown and Georgia Tech market, who likely won't go out to Marietta.

Both will be convenient to me, so I'll hit whichever works better at any given time.

[Saintmarks]

Originally Posted by primaltech

The theory that the AS location will be closed and replaced with something on the NE side, sounding more plausible the longer I think about it.

I had this thought too. Seems the most plausible. That AS site will be worth a mint.

[aus10]

This is nice to hear for those of us up here in the mountains who spend a lot of time shopping down near Canton/Woodstock. A lot easier for us than making the whole trip on down into the city.. I think the growth even up near Canton and parts north could have had something to do with it?

[back2atl]

The idea of 2 IKEAS 20 min apart makes plenty of sense to me. Look how close together big furniture chains locate their stores (Havertys, Rooms to go, etc).

Now I'm curious why IKEA doesn't have a lot more stores in the US. Wonder what part of their strategy or profitability keeps them slow to expand.

[samiwas1]

Originally Posted by back2atl

The idea of 2 IKEAS 20 min apart makes plenty of sense to me. Look how close together big furniture chains locate their stores (Havertys, Rooms to go, etc).

Mattress Firm?

[cqholt]

Originally Posted by primaltech

The theory that the AS location will be closed and replaced with something on the NE side, sounding more plausible the longer I think about it.

Not happening. The thousands of college students within a few miles (tech, GSU, AUC, Emory), the hundreds of student housing units being added in the core, fast growing city of Atlanta population, anchored by multifamily development; that store isn't going anywhere.
Also, Nashville is getting a store.

[primaltech]

Originally Posted by back2atl

The idea of 2 IKEAS 20 min apart makes plenty of sense to me.

The sites are only about 12.1 miles apart though. More like 16-18 minutes on I-75 without bad traffic.

Originally Posted by cqholt

Not happening. The thousands of college students within a few miles (tech, GSU, AUC, Emory), the hundreds of student housing units being added in the core, fast growing city of Atlanta population, anchored by multifamily development; that store isn't going anywhere.

I hope not. Maybe they will keep it and eventually put a third store on the NE side.

Also, Nashville is getting a store.

Which if anything makes another store NW of Atlanta make even less sense. But again, hey, whatever.

[brown_dog_us]

Originally Posted by primaltech

I guess they’ll be getting those Chattanooga customers willing to drive 107 miles, but 119 was too far? That makes no sense.

lol. No, it's not that simple.

IKEA decides to add a lot of stores to the US
IKEA studies demographics
IKEA decides Metro Atlanta can absorb another store
IKEA decides their customers are or will be on North side
IKEA looks at I85, 400, and I75 because they like to be on major highways
400 gives them Dahlonega. Yawn.
I85's market stops about Mall of Georgia because all the large population centers after that are closer to Charlotte and they already have an IKEA in Charlotte.
IKEA picks I75 because it gives them a sweet spot close enough to ATL, the North side suburbs, and all the way to Chattanooga.

The bigger story here is that IKEA is good at store locations and they see a lot of growth in Atlanta. Especially in the Northern Suburbs. My guess is this is connected to Millenials getting older and looking for more space for a family.

[jsvh]

Primaltech is right 107 vs 119 miles is not going to make a real difference to Chattanooga customers.

Not only that, those Chattanooga customers will also only be 122 miles from the new Nashville IKEA, so any Chattanooga customers that were making that 119 mile drive to AS will now be split in half between this new Marietta store and the new Nashville store.

[primaltech]

Originally Posted by brown_dog_us

lol. No, it's not that simple.

IKEA decides to add a lot of stores to the US
IKEA studies demographics
IKEA decides Metro Atlanta can absorb another store
IKEA decides their customers are or will be on North side
IKEA looks at I85, 400, and I75 because they like to be on major highways
400 gives them Dahlonega. Yawn.
I85's market stops about Mall of Georgia because all the large population centers after that are closer to Charlotte and they already have an IKEA in Charlotte.
IKEA picks I75 because it gives them a sweet spot close enough to ATL, the North side suburbs, and all the way to Chattanooga.

The bigger story here is that IKEA is good at store locations and they see a lot of growth in Atlanta. Especially in the Northern Suburbs. My guess is this is connected to Millenials getting older and looking for more space for a family.

That's all correct, but still, the halfway point between Atlanta and Charlotte is in South Carolina. Even the people out in Toccoa are going to go to the Atlanta one, as far as it is.

I'm just making the point, it's much easier to get to the existing IKEA from the NW suburbs and outwards, than from the NE suburbs and outwards. Smyrna is half the distance to it as Norcross, Marietta is half the distance to it as Lawrenceville, etc etc. The population is much more sprawled geographically further out that way, towards Gainesville and Athens.

That's why I think the Duluth area would have been more strategic for the second ATL location, especially if they're planning to keep the AS one. And Chattanooga should have its own.