IKEA UK: Working together to bring the wonderful everyday to life

This case study shows how IKEA, a furniture brand, shifted its role among UK consumers to become an ally on their everyday furniture needs, rather that an occasional stop for cheap household goods.

Advertiser: IKEA UKAgency: Mother LondonCountry: United Kingdom

Objectives

OUR MARKET—A FRAGMENTED SECTOR, LED BY IKEA

Swedish retailer IKEA launched its first UK store in 1987. Its distinctive style, keen pricing and flat-pack self-assembly furniture quickly found favour with the British public. In 2013 the UK Home market was growing as the economy began to recover post-financial recession, and sales of homewares and furniture were increasingly buoyant. IKEA was the category leader, a position it had held for over ten years, with 19 stores and a market share of 6.5% (£1.2bn), ahead of other Home retailers...

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