IKEA is a Swedish multinational company founded in 1943 by Ingvar Kamprad, 17 years old. It is one of the largest in the world private companies and has been the world’s largest furniture retailer since 2008. The majority of IKEA outlets are controlled by holding company INGKA Holding, which is owned by the Stichting INGKA Foundation. The Stichting INGKA Foundation is one of the largest charitable foundations in the world and is registered in the Netherlands. This complicated structuring helps IKEA minimize its taxes, makes a hostile takeover impossible, and allows the company to operate as a not-for-profit corporation.
IKEA corporate structure
The stated aim of the INGKA Foundation is to “support innovation in the field of architecture and interior design”. However, the main caveat is that the foundation primarily supports “innovation” by operating a major furniture empire. The goal of the Foundation structure – owning a holding company that controls furniture outlets – is ultimately to minimize taxes. And there is even an additional layer to the structure of the company: its intellectual property and intangible assetsincluding its logo, are owned by a separate company.
Key points to remember
- IKEA is one of the world’s largest private companies and the world’s largest furniture retailer since 2008.
- IKEA’s complex corporate structure allows its parent company, a non-profit foundation, to minimize taxes.
- In 2019, IKEA’s profits fell 3% due to rising costs for materials, transportation and logistics.
In 2019, IKEA’s profits fell 3% due to rising costs for materials, transportation and logistics. In 2019, the global turnover generated by IKEA was 41.3 billion euros. There are currently 473 IKEA stores in 30 countries, as of August 11, 2022, and the company employs 225,000 people, as of October 14, 2021.
The future of renewable energy
Since 2009, Ikea has invested nearly 2.5 billion euros in renewable energies. The company now has 534 wind turbines and more than 700,000 solar panels in 14 countries, as well as 920,000 solar panels on store roofs. And the company says it is on track to create as much energy from renewable sources as it consumes in its operations by 2020.
In June 2018, the company announced plans to use only renewable and recycled materials in its products by 2030. Their goal is to reduce the climate impact of all their products by two thirds. As a company, they set the benchmark for competitors, raw material suppliers, and customers. The company also announced plans to offer solar home solutions in 30 different markets by 2025.
IKEA makes most of its money from franchising. Dozens of its stores around the world are franchised; the others belong to the company. Each store pays an annual franchise fee, including company-owned stores. IKEA also continues to build on its commitment to sustainability to win over its customers.
Commitment to sustainability
In 2016 Steve Howard, Head of Sustainability at IKEA, spoke at a sustainable business debate. At one point he said, “If we look globally, out west, we’ve probably peaked. We are talking about peak oil. I’d say we hit peak red meat, peak sugar, peak stuff…peak home furnishings.” Howard made other remarks about Western consumption, calling the new situation “peak curtains.” Although this seems to contradict the company’s goals of increasing sales, IKEA is not like most large companies.
Howard’s implicit message seemed to be that IKEA should look elsewhere for sales or find another line of business. In 2018, Ikea partnered with the “Big Clean Switch” campaign as part of an effort to ensure cheaper green power to households that sign up for the program. According to the company, by switching to green energy, a typical UK household can save £300 a year on gas and electricity.
For each subscriber who makes the switch, IKEA receives a commission, which the company has pledged to use to support local initiatives within each store’s community. Consumers have many different green energy providers to choose from, so IKEA faces significant competition in this area.
IKEA has made furniture shopping fun, filling its stores with bright colors and an airy layout, as well as a cafeteria. The modular design of its chairs and tables is contemporary and inexpensive, making them appealing to both low-income students and more financially established professionals. Although they are currently investing more in sustainable initiatives, it is likely that their thriving home decor market will not disappear and will in fact become more important as consumers demand more sustainable and transparent business practices in their home products and furniture.
How IKEA Makes Money
IKEA is the world’s largest furniture company, known for selling high-quality yet affordable products. Its success can be attributed to its unique pricing strategy, emotional marketing tactics and store design.
IKEA saves money by offering low prices, increasing sales volume and cutting down on overhead expenses. Plus, its flat packaging design helps cut down on transport expenses for furniture deliveries.
IKEA is a widely-recognized retailer that sells furniture and other home decor items at reasonable prices. Its innovative business model allows it to make money while keeping prices low for customers.
IKEA offers an incredible range of products at low prices, such as beds, sofas, dining tables and wardrobes – some items being priced at half the cost of comparable pieces from other retailers.
One way IKEA manages to keep its prices so low is by manufacturing in large numbers. This gives them discounts on raw materials used in production. Furthermore, IKEA produces furniture flat packs so as to save storage and transport expenses.
IKEA uses this strategy to quickly produce multiple furniture designs. This enables them to keep their prices low while still creating high-quality items.
Another way IKEA keeps its prices low is by allowing customers to assemble their furniture themselves, saving them the labor costs associated with hiring a professional installer. IKEA provides guidebooks and assembly charts as tools for customers to assist in this endeavor.
IKEA uses this method of assembly to reduce shipping costs, as they don’t need to send their goods in a large package that would need air transportation. It also helps them maintain high sales volumes – essential for keeping prices so low.
IKEA also sells food, which can draw in customers and keep them in the store longer. This strategy works especially well if IKEA is a local business in an area without many other restaurants nearby.
IKEA often provides free food in its stores to encourage customers to spend more time at the store and buy more items. This strategy works well for IKEA, since it gives customers something fun to do while they shop, which increases their likelihood of purchasing additional items.
Franchising is a business expansion model that allows larger companies to offer their products or services in smaller, independent locations. This system has been adopted by many successful businesses around the United States and beyond, such as 7-Eleven, KFC, McDonald’s, Dunkin’ Donuts and even car manufacturers.
Franchisees acquire the exclusive right to sell a particular product or service under an established brand, while their franchisor handles marketing and sales management. Often, these organizations also provide training and resources in order for the franchisee to succeed.
IKEA is a popular home furniture store renowned for its low prices and extensive selection of household items. Additionally, they provide customers with an easy online purchasing option which allows them to have items delivered right to their homes.
IKEA’s profits are largely generated through its franchise system. At present, hundreds of IKEA stores are franchised worldwide, giving the company an opportunity to expand into new markets while keeping costs down.
Furthermore, franchising allows IKEA to purchase large quantities of goods at lower costs than they otherwise could. This saves the company money which can then be put towards investing in higher quality products or services.
Another advantage of franchising is the opportunity to negotiate deals that would otherwise be out-of-reach for small businesses. By ordering in bulk through a network of franchisees, the parent company has leverage to bargain with suppliers and manufacturers for substantial discounts.
IKEA saves money through this strategy, which they then invest in developing new products and services to attract more customers to their stores. Furthermore, this strategy helps IKEA remain competitive with other home furnishings companies.
IKEA’s business model is built upon the idea that customers want an extensive selection of products at reasonable prices. To achieve this goal, they combine function, value, quality and design while striving for long-lasting outcomes. This philosophy has made IKEA a successful player in home goods manufacturing.
IKEA operates restaurants around the world that sell food to customers. Each year, this business generates $2.5 billion in sales and accounts for 6% of IKEA’s overall revenues.
IKEA restaurants offer an international selection of dishes, from meat and fish to vegetables, fruits, beverages, sauces, dairy products and pastries.
IKEA’s main priority in food operations is to improve customer experience and boost furniture sales. They do this by offering inexpensive meals at low prices – an intentional strategy that works for them.
Established in Sweden in 1958, IKEA initially saw restaurants as a way to draw customers who might otherwise leave during their shopping experience. But as they expanded their locations, Kamprad realized there was more value in these eateries than simply providing food for hungry visitors.
He hoped these eateries would encourage customers to stay in the stores longer and discuss their purchases, thus making them more likely to purchase furniture from IKEA in the future.
IKEA restaurants offer a wide variety of foods, but their signature dish is meatballs – the company sold more than one billion in 2017. In 2017, they promoted their food as “Scandinavian fast food,” an initiative to encourage people to adopt healthier eating habits and take responsibility for the environment.
Ikea has recently revamped their restaurant menus to make them more inviting to customers, adding chicken and vegan meatballs as well as Swedish gummy candies. Furthermore, the company reorganized their cafes into distinct zones to cater to various demographics.
IKEA’s restaurants are an integral part of their business model and will likely remain so for some time to come. But it remains uncertain whether these eateries will be taken further and become a standalone chain restaurant concept.
IKEA’s marketing strategy revolves around creating an emotional connection with its customers. This approach helps the furniture store build trust and loyalty amongst customers, giving IKEA a competitive advantage over other furniture stores.
One of the most successful strategies used by IKEA to generate income is advertising across different media properties. This includes print, television and online advertisements. Furthermore, the company connects with their customers via email and social media.
Another way IKEA generates revenue is through franchising. Franchisees pay an annual fee to use the IKEA name and designs in their stores.
These fees generate a substantial portion of IKEA’s revenue. Furthermore, its e-commerce platform is expanding and providing it with additional sources of profit.
IKEA benefits from this strategy as it gives them access to a wider audience and increases their return on ad spend (ROAS) by increasing the number of people who click on their ads.
IKEA’s advertising campaigns consist of videos, photos and articles designed to instill a positive feeling for its products. These content pieces aim to make customers feel delighted and motivated when they purchase furniture from IKEA.
As an example, the company’s Home Tour Series includes video clips featuring furniture in various rooms of a house. These clips are meant to help viewers visualize how certain pieces would look in their own homes.
IKEA has recently adopted AR technology into its Place app to let customers view how a piece of furniture will look in their home. This demonstrates how the company is continuously updating its marketing strategy to stay abreast of technological advancements.
IKEA takes a unique marketing approach that emphasizes providing value for its customers. This involves offering furniture at low prices through cost savings initiatives, the use of sustainable materials, and upselling.
The company’s advertising campaigns also include coupons, which are designed to attract customers looking for ways to save money. These can be found across various media properties and printed out or downloaded. Furthermore, IKEA has an e-commerce portal offering discounts on certain products purchased.