Ikea is the world's biggest furniture retailer, as well as arguably its most successful privately owned brand. Founder Ingvar Kamprad took the affordable design revolution of the 1960s and 1970s and made it a worldwide phenomenon. The Swedish retailer now offers its "affordable solutions for better living" through 375 stores in 47 countries. These welcomed more than 771m visitors through their doors in 2015, and Ikea's cleanly designed, space-conscious furniture units, as well a bewildering array of accessories from kitchenware to candles, can be found in well over a billion homes and offices around the globe. According to the New Yorker, one out of every 10 Europeans is conceived in an Ikea bed. From flat-pack boxes to self-service warehouses, from the Swedish cafeteria to its miniature free wooden pencils and measuring tape, even the Ikea shopping experience has a unique style all of its own.
Which agencies handle advertising for Ikea? Find out more from the Adbrands Account Assignments database
Account assignments & selected contact information
Adbrands Company Profiles provide a detailed analysis of the history and current operations of leading advertisers, agencies and brands worldwide, and include a critical summary which identifies key strengths and weaknesses. Adbrands Account Assignments tracks account management for the world's leading brands and companies, including details of which advertising agency handles which accounts in which countries for major markets. Subscribers may access the following website links:
Adbrands Weekly Update 18th Apr 2018: Ads of the Week: "Ghosts". Mother regains all its creative energy for this superb new spot for Ikea, which follows a couple of slight misfires over the past few years. In our opinion, Mother's best work for Ikea has always been those ads that highlight the imagination and innovation of the products themselves, rather than focus on their human owners. The last such spot to bring Ikea's products to life, as it were, at least here in the UK, was the "T-Shirts" spot of a three years ago, which showed garments returning bird-like to roost in an Ikea cupboard. That ad's director Dougal Wilson is back in charge of this spot, overseeing some wonderfully anthropomorphic character puppetry. Fine work.
Adbrands Weekly Update 1st Feb 2018: Ingvar Kamprad, the founder of Ikea, has died at the age of 91. He launched the business from his family's farm in 1943, when he was just 17 - the name was formed from his initials and those of the farm and the town where it was located. Over the next 70 years, he revolutionised the global retail industry with pioneering flat-packed design of simple Scandinavian-style furniture that customers were required to carry home and assemble themselves. In the process he created the world's largest furniture retailer, with more than 350 stores around the world. Though he accumulated a vast fortune - around $59bn at current prices - he lived comparatively simply. Ownership of Ikea was transferred to a charitable trust during the 1980s, as well as a series of holding companies, which are controlled by his sons.
Adbrands Weekly Update 25th Oct 2017: Ads of the Week: "Hooray!". Plenty of reasons to be cheerful in this lively and inventive spot from Mother London for Ikea UK. Now if I had a house like that, with stairs that become a slide and where you can walk on the walls, I'd probably never leave. This marks a return to form for Mother with Ikea after a couple of slightly weaker ads. Colour us delighted.
Adbrands Weekly Update 28th Sep 2017: Ads of the Week: "The Rendez-vous". There's a charming surprise in this lovely spot from Paris indie Buzzman for Ikea. We will say no more. The Swedish retailer is another of those clients who always manage to coax the very best work out of their agencies all over the world. When a young man gets a text message asking "Will you take me dancing next Saturday?", it's important to make a good impression. Great spot and fine use of Robert Parker's 60s classic Barefootin'.
Adbrands Weekly Update 13th Jul 2017: Ads of the Week: "Lion Man". Here's the latest from Mother for Ikea in the UK. What a life a house lion must lead if his only job is to look after the kids from time to time! The ad is pretty good, if not perhaps a minor classic like those t-shirt birds or the revolving kitchen. This has been an immensely productive relationship over the years, so we hope Mother has a few killer concepts up its sleeve for Ikea in the Autumn to maintain the momentum. We'd wager they wouldn't want a review of the business in the wake of the Boots loss.
See full profile
See full profile
See full profile
Free for all users | see full profile for current activities: Ikea was founded in 1943 by 17-year-old entrepreneur Ingvar Kamprad. As a child he earned pocket money by buying matches cheaply in bulk and selling them door to door. Later he expanded his range to include fresh fish, Christmas trees, pens and pencils, and in 1943 his father set up a company for him to manage his expanding business, run from "Elmtaryd", the family farm in the village of Agunnaryd, southern Sweden. The Ikea name was formed from the initials of his postal address (Ingvar Kamprad, Elmtaryd, Agunnaryd). He sold whatever he would make a profit, and the range quickly stretched to wallets, picture frames, table runners, watches, jewellery, even nylon stockings. By 1945 the business had grown too big to be handled door-to-door. Kamprad began a mail order operation, advertising in local newspapers and delivering goods via the county milk van.
The key development in the growth of the company came in 1947 when Kamprad began selling a small range of furniture produced by local craftsmen. This proved enormously popular with customers, and in 1951 Ikea suspended all of its other product lines to concentrate on furniture alone. The first Ikea catalogue was published the same year. Two years later the company opened its first showroom in the town of Almhult, southern Sweden. But while Ikea's new customers liked the shop, its competitors were very unhappy about this brash young upstart. They began putting pressure on suppliers to boycott the new business. In 1955 Ikea got around the problem by recruiting its own in-house team of furniture designers. Another brainwave inspired one employee to remove the legs from a table so that it would fit in his car. In 1956 the company began adapting all of its designs so that they could be packed flat for shipment, saving space, labour costs and transport damage. It also allowed the company to greatly increase the number of products it could sell, and in 1958 Ikea opened its first superstore in Almhult, at the time the biggest furniture retail space in all of Scandinavia.
In 1963 the company opened its first foreign store, in Oslo, Norway, followed by a massive new flagship store in Stockholm in 1965, containing almost 46,000 square metres of selling space. Because of the huge number of customers the store could serve, it was virtually impossible to use traditional selling methods. Instead, Ikea borrowed a technique from American-style supermarkets and encouraged customers to serve themselves from a huge open warehouse adjoining the display showroom. Meanwhile international expansion continued as Ikea made inroads into Denmark (1969), Switzerland (1973), Germany (1974) Australia (1975), Canada (1976), Austria (1977) and The Netherlands (1979).
In the 1980s, France, the USA (1985), the UK (1987) and Italy all became part of the Ikea family, until the company had stretched across 25 countries by 1993. In 1986 Kamprad himself stepped down as chief executive, to be replaced by Anders Moberg, who had previously launched several of the company's international operations. However Ikea was also beginning to experience problems. By 1991, despite almost six years of operations, the US business was still losing money. The store was always busy, but sales were low because many customers left empty-handed. To fix this, Ikea had to abandon one of its core practices, that of selling the same merchandise the same way in every store worldwide. Although this had proved successful in Europe, Americans were confused by the Swedish branding, the European styling, and especially the metric measurements. They hated the queues and couldn't understand the non-delivery policy. As a result, the US operations were adapted, sourcing over half of their goods from local suppliers and designed to comply with local taste. Within three years, US sales had tripled in response.
In 1992, Kamprad oversaw the acquisition of home furnishing chain Habitat from troubled British retail group Storehouse for around £50m. Founded in the 1960s by design guru Sir Terence Conran, Habitat introduced Britain to simple but stylish home furnishings, just as Ikea was making its first forays into other Scandinavian countries. Habitat style had a distinctive French flavour and revolutionised home decor in the UK. However, the company's launch into the French market proved even more profitable, effectively re-introducing urban French consumers to a provincial style they had previously abandoned. By the early 1990s, the 36 French stores were Habitat's most profitable, while the British outlets merely broke even. Kamprad set about boosting the performance of the British chain, already the closest high street competitor to Ikea's suburban warehouses.
In 1994 Kamprad publicly apologised for having associated with pro-Nazi groups in Sweden during the 1940s and 1950s. The resulting media circus led to the group taking steps to open its first store in Israel (albeit via a franchise). The company moved into China in the late 1990s, and opened its first store in Russia in 2000. This has proved to be one of the group's most successful international operations, as well as the busiest, generating sales of over $100m in its first year. In a country where customers were already used to queuing, some Russians were occasionally prepared to stand in line for up to 12 hours to get into Ikea. There are similar reactions in other countries, sometimes with tragic results. In 2004, three shoppers were trampled to death and 16 injured in a stampede to claim discount vouchers at the opening of the first store in Jeddah, Saudi Arabia. A year later the opening of a new store in Edmonton, a deprived suburb of London, led to a near-riot after more than 6,000 people tried to enter the store as it opened. Fights broke out inside the store and six people were hospitalized. The group was subsequently criticized for its marketing tactics which included huge promotional discounts on some items for the launch. See full profile for current activities
All rights reserved © Mind Advertising Ltd 1998-2018