Home furnishing chain Ikea has announced plans to open a new type of store in Birmingham - its first in a city centre - which will create 30 jobs.
The unit, in Dale End, will operate as an 'Order and Collection Point' and is due to launch this summer, complementing the Swedish chain's major outlet in Wednesbury and city centre store in Coventry.
Ikea said Order and Collection Point was a new format for the group and had been designed to bring its home furnishing range and expertise closer to more customers however the Birmingham store would not carry the full product range.
Customers will be able to order from there for home delivery or for collection at the Birmingham store and also visit the in-store bistro.
It will be housed in the unit formerly occupied by Toys 'R' Us (below) which has a multi-storey car park above it and there will be specific bays available for customers wanting to use the drive-in collection service.
Its location will benefit from a host of planned developments in the city centre, including more than 800 apartments at Exchange Square, the regeneration of Martineau Galleries by Bullring's co-owner Hammerson and the new Pavilions in High Street, being led by Primark.
Dale End is also an area of high footfall due to its proximity to Bullring and the Colmore Business District.
The retailer said the new shop would act primarily as a studio to plan and order more complex purchases such as kitchens, wardrobes and sofas as well as featuring the room sets to provide ideas for the home.
Ikea has two other Order and Collection Point shops - in Norwich, which opened last November, and a second in Aberdeen, due to launch next week.
Jack Jackson, the firm's Order and Collection Point development manager, said: "We are really excited to be bringing this unique new format to Birmingham, our first in a city centre location.
"By introducing an Order and Collection Point in this market, we want to bridge the gap between online and in-store shopping and offer customers a new way to shop with Ikea."