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...

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