The story of IKEA

Spotlights IKEA (made up of Ingvar Kamprad, the founder, Elmtaryd, his home farm and Agunnaryd, his home village), the Swedish company and world's largest retailer of home furnishings (130 stores, 28 countries, 11,400 products) — which stores in 1996/97 were visited by 139 million people. Goes on to extol IKEA's virtues and ethos which is ‘we do our bit, you do your bit, and together we save money’. Speculates that perhaps IKEA's greatest danger may be that it has started to see itself as a model and may become constricted by its own formula.