IKEA

It is rare for a single store opening in Warrington, north‐west England, to arouse concern amongst UK retailers. However, when that store is a 182,000 sq ft outlet for the Swedish furniture and home furnishings retailer IKEA, representing the Company's first foray into the UK market, the disquiet becomes understandable. IKEA have established an enviable reputation for combining competitive pricing with high quality merchandise, within an attractive store setting. IKEA's high level of customer service is well‐known and contrasts with the current practices of many flat‐pack retailers in the UK. The Company's apparent ability to translate similar store formats and product ranges internationally, whilst encouraging a certain degree of product sourcing from within the host country, is effective. These features are derived from a corporate culture and spirit personally driven, until recently, by the Company's founder, Ingvar Kamprad. This article reviews the history of IKEA, its level of international representation, its marketing and presentational style.