Inside IKEA’s Strategy to Stay Relevant as Consumers Change

Ikea has built itself into a premier global brand thanks to a terrific product strategy and well executed international expansion strategy. Ikea has also doubled down on their efforts to support their customer base, buying Taskrabbit in 2017, and in December it acquired 49% of Traemand, which installs IKEA kitchens in North America. Now one of the furniture giant’s immediate challenges: What to do with its planned city-center stores, intended to help lessen the travel time for city dwelling customers. Showrooms are being considered, "where, for example, a bed can be ordered in the morning, delivered to the home and assembled by evening."


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