IKEA opens third N.J. store, but with very different format. See details, location.

IKEA has opened a new location in New Jersey, but with a shift in retail strategy.

The Swedish furnishings giant began operating a new “Plan & order point with pick-up location” this summer in Cherry Hill.

The IKEA store in the Ellisburg Shopping Center at 22 Route 70, is the company’s third location in New Jersey, with two other traditional stores in Paramus and Elizabeth.

Rather than offering the full shopping experience, the Cherry Hill location will focus on planning services for complex home furnishing projects like kitchens, bedrooms and bathrooms.

“We can’t wait to bring our expertise in room planning and the ease of order pick-up to the residents of South Jersey – without ever having to cross a bridge,” Michael Hill, Deputy Market Manager of IKEA South Philadelphia, said in a