This Sunday, November 3, Capital aims its cameras at IKEA, the Swedish DIY furniture giant. A new investigation to discover on M6 from 9:10 p.m., to find out if IKEA is still the champion of your home.
In the edition of Capital this Sunday, M6 viewers will be able to learn more about the strategies put in place by IKEA, the Swedish interior decoration giant, to continue to exist in our homes. True bestsellers, the Swedish brand’s products often sell more than a million copies per year. In France, where IKEA has 36 stores, the company’s performance brings it 4 billion euros in annual turnover. But what is the key to IKEA’s success?
Baptized IKEA: Is the Swedish giant still the champion of your home?this investigation led Julien Courbet and his team to go beyond the borders of IKEA stores to travel to Sweden, to meet the brand’s designers, in order to better understand their concerns. The journalists also went to Alsace, to one of the brand’s subcontractors, to learn more about the manufacture of self-assembly furniture.
IKEA versus its competitors
If IKEA’s success is no longer in doubt, the brand faces new constraints, parallel to its triumph. Rising prices, but also the appearance of formidable competitors are forcing the company to rethink its model. Faced with the arrival of companies like BUT or Leroy Merlin, in the fields of bedding and storage respectively, how can we remain competitive? Answers can be found in Capital on M6 this evening, from 9:10 p.m.
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