IKEA, a retailing phenomenon

Four yellow letters on a blue background were enough to become a successful global brand with 180 stores in 23 countries.  However, IKEA, popular all over the world, doesn’t make the same big hit everywhere, beginning with its home country. « In Sweden, going to IKEA is like going to the supermarket to buy paper towels in bulk. But in America, IKEA is a wonder of super design, » said Barbro Osher, the Swedish consul general in San Fransisco.

In Sweden, a home only decorated with products of IKEA is considered as impersonal. And I understand.  I once went in a home which was completely furnished with IKEA products and my first impression was an admiration for such a beautiful house.  But when I walked around, I saw nothing personal, it was like I was walking around in a magazine of the megastore.

In the United States it’s completely different.  There, even the Swedish meatballs served in the in-store restaurants are famous.  They appreciate IKEA for its inexpensive but fashionable goods. “IKEA has much more of a Swedish image here than in Sweden,” said Stig Hagstrom, a Swede who lives in America.

IKEA admits this difference in opinion and understands the fact that a brand moves through the world, from culture to culture.  That’s why it adapted its merchandise to the several countries.  And this change was successful for the company.  IKEA is nowadays considered as a winning, global brand.

Caroline Latour

IKEA's brand reputation