Ikea calls for pitch for new store in Shanghai

According to sources familiar with the company, the pitch involved at least three agencies including BBH, DDB and Ikea's incumbent agency Saatchi & Saatchi. The result of the pitch is expected to be announced by the end of December.

Ikea has been expanding ambitiously in China since it entered the country in 1998. Currently it has stores in eight Chinese cities, including Beijing, Shanghai, Guangzhou, Shenzhen and Dalian. The new store in Shanghai, located in Beicai in Pudong, will be the city's second Ikea store.

In November, Ikea launched an out-of-home campaign promoting its Kitchen brand to change the perception among Chinese consumers that it sells soft furnishings only.