Total hegemony
Impossible to escape! The Swedish giant IKEA has revolutionized the way we arrange our interiors, becoming a must for modern furniture. With emblematic products like the Billy shelf or the Kallax cubes which sell more than a million copies each year, the brand has conquered French homes.
In France, the success is colossal: its 36 stores generate an annual turnover of 4 billion euros, leaving the competition far behind. But how does IKEA manage to maintain this dominance? Our investigation reveals behind the scenes of this well-oiled machine.
It all starts with a carefully orchestrated shopping experience. From large tote bags that need to be filled to the restaurant with attractive prices, every detail is thought of to maximize the time spent in store and encourage purchases.
This trip to Sweden allowed journalists to enter IKEA's creative laboratories, where designers work hard to anticipate future trends and needs. One of the major current projects? Simplify the assembly of furniture, this black point that makes people cringe so much. Fewer screws, redesigned instructions… IKEA promises a less frustrating assembly experience.
Read also: Capital on the traveler business.
A challenged model
However, the giant is faltering on its fundamentals. After four years of significant price increases, the low price argument is eroding. French competitors are taking advantage of this: BUT is banking on its expertise in bedding with highly trained salespeople, while Leroy Merlin is attacking the storage segment with economical dressing rooms.
To counter this offensive, IKEA is bringing out the heavy artillery: an envelope of 200 million euros to lower its prices. A promise that raises questions: which products will be affected? And above all, will this drop be enough to maintain its leading position?
In a rapidly changing market, the Swedish giant will have to prove its ability to reinvent itself while remaining faithful to its historic promise: to make design and decoration accessible to all.
France
