Ikea is rethinking its business model and focusing on city-centre outlets. Urbanisation and digitalisation are keys to the future and the company is even considering selling goods on third-party sites. The new CEO has said that experimentation would accelerate ahead of the presentation of plans for the company to be presented next year. New structures are being created which will allow testing in many places. Meanwhile new store and e-commerce investments are increasing, contributing to the fall in profits (a city-centre store in Copenhagen is on the cards). Ikea ended the year to last August with operating income down to €3bn from €4.5 bn last year. Revenues increased only moderately from €35.7bn to €36.3bn. The cost of sales rose more rapidly from €20.3bn to €23.7bn, bringing gross margin down 9 percentage points to 34.6%.