At just 27 years old, Matt Gould is at the helm of one of IKEA's most ambitious retail ventures to date: the newly opened IKEA City store on London's Oxford Street. As London City Market Manager, Gould reflects on the whirlwind launch, design innovation, and leadership journey in a candid new interview with Ingka Group.
© Ikea
'It's been, I would describe maybe as a roller coaster,' said Gould. 'The opening day was something that I'd never experienced before, and it was fantastic… Customers don't get the sense that it's a small store. They feel it's quite a normal-sized store and a lot easier to navigate.'
Opened on 1 May 2025 and inaugurated by Mayor of London Sadiq Khan, the store is IKEA's second City-format location in the UK. Its design prioritises compact living, created specifically for urban dwellers. In a first for the brand, local Londoners designed all ground floor room sets and "culture cluster" vignettes.
'What's super unique about Oxford Street… is we collaborated with Londoners,' said Gould. 'Every single [room set] was designed by people who live and work in London… Customers can connect more easily with the solutions and actually see their own homes represented in the store.'
Gould, who began at IKEA at age 16 on the Warrington checkout, said leadership is not about age but authenticity. 'For me, age is irrelevant… You have to be true to yourself.'
Reflecting on the challenges and triumphs of launching Oxford Street, after a delay and closure of the Tottenham store, he said, 'Seeing those coworkers who stuck with us… it was very special… It felt like a family… a true team effort.'
Asked whether the pedestrianisation of Oxford Street could benefit IKEA, Gould responded, 'Pedestrianisation could definitely help… It wouldn't just help IKEA, it would help all the brands.'
Despite the pressure of leading a flagship store, Gould makes time to reset. 'Twice a year, I book an Airbnb somewhere quiet… No calls. Just time to reset… I've learned the business runs even when I'm not there.'
As IKEA looks to reshape how London shops for interiors, the Oxford Street opening marks a new era of hyper-local design, youth leadership, and city-scale ambition.
More information:
IKEA
www.ingka.com
