IKEA Kitchens: Quality tested by everyday life

In 2009 IKEA wanted to strengthen its business in Denmark through increased focus on its kitchen category – IKEA Kitchens.

IKEA Kitchens: Quality tested by everyday life

Hjaltelin, Stahl & Co

SUMMARY

IKEA is known as a furniture store, but they have never been regarded as a sound supplier of kitchens. In just a year, this has been radically changed so that IKEA today competes with the big kitchen companies.

To reach this position, we developed a completely new universe and formulated a communication strategy that changed consumers’ quality perception - both in relation to IKEA, but also of the relationship between price and quality.

During the process, we have constantly worked to optimize the communication through sales modelling and...

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