IKEA Canada: House rules

This case study explains how IKEA, the home retailer, demonstrated it understood Canadian lives at home to grow its profile among over 35 year-olds, who had previously discounted the brand.

IKEA Canada: House rules

Leo Burnett

Situation analysis

Overall assessment

A long-term problem

IKEA has a problem it can't seem to shake. While Canadians love the brand in their 20s and 30s, when they start thinking about and having families of their own, as they progress in their own lifestyle, as tastes and budgets evolve…they reach a point where they believe they've outgrown IKEA. And IKEA comes off their consideration list.

Mega brands like Home Depot, The Brick, Sears, Canadian Tire, Wal-Mart, HomeSense, The Bay, Braulte & Martineau and 10 others aggressively compete day to day for people's precious décor...

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