About Inter IKEA Systems B.V. Learn More Here - T
Post# of 449
About Inter IKEA Systems B.V. Learn More Here -
The IKEA
Concept
The IKEA Concept is founded on a low-price offer in home furnishings. It is based on offering a wide range of
well-designed, functional home furnishing products at prices so low that as many people as possible will be
able to afford them.
Rather than selling expensive home furnishings that only a few can buy, the IKEA Concept makes it possible to serve the many by providing low-priced products that contribute to helping more people live a better life at home.
The IKEA Concept guides the way IKEA products are designed, manufactured, transported, sold and assembled. All of these factors contribute to transforming
the IKEA Concept into a reality.
The roots of
the IKEA Concept
The IKEA Concept began when Ingvar Kamprad, an entrepreneur from the Småland province in southern Sweden, had an innovative idea. In Småland, although the soil is thin and poor, the people have a reputation for working hard, living frugally and making the most out of limited resources. So when Ingvar started his furniture business in the late 1940s, he applied the lessons he learned in Småland to the home furnishings market.
Ingvar’s innovative idea was to offer home furnishing products of good function and design at prices much lower than competitors by using simple cost-cutting solutions that did not affect the quality of products. Ingvar used every opportunity to reduce costs, and he scraped and saved in every way possible - except on ideas and quality. This is how the IKEA Concept began.
The name IKEA comes from the initials of Ingvar Kamprad, I and K, plus the first
letters of Elmtaryd and Agunnaryd, which are the names of the farm and village
where he grew up.
Today, the IKEA trademark represents the leading home furnishings brand in the
world with more than 330 stores in 40 countries and close to 154,000 co-workers
Products designed
for the many people
Fundamental activities such as eating, sleeping, storing items, socialising and so on create a demand for furniture and practical products that solve essential human needs. Furthermore, the vast majority of people have limited budgets and limited space in their homes.
The IKEA product range meets these needs by offering a wide range of well- designed, functional home furnishing products at prices so low that as many people as possible will be able to afford them. The IKEA range includes products for every part of the home. IKEA products have the label “Design and Quality, IKEA of Sweden” and are sold in IKEA stores.
The IKEA range has a profile that reflects the IKEA way of thinking. It is simple and straightforward. IKEA products are hard-wearing and easy to live with. They reflect and facilitate an easy, natural and unconstrained way of life. They express form, and are colourful and cheerful. And they appeal to the young at heart of all ages.
Design starts
with the price tag
Well-designed products do not have to be expensive. IKEA designers start the design process with a functional need and a price tag, to secure the lowest possible price. Then they use their vast knowledge of innovative, low-cost manufacturing processes to create functional products, often co-ordinated in style. Then large volumes are purchased to push prices down even further.
Most IKEA products are also designed to be transported in flat packs and assembled at the customer’s home. This lowers the price by minimising transportation and storage costs. In this way, the IKEA Concept uses design to ensure that IKEA products can be purchased and enjoyed by as many people as possible.
Function and form
go hand-in-hand
The many people have many needs. They live with kids. They need more storage. They have to make the most of out a small space. So IKEA designers are always seeking new ways to improve people’s lives - without emptying their wallets.
But how can good design and function be combined with good quality, all at a low price? It starts with focusing on what’s important. Will an expensive finish on the back of a shelf or under a table-top improve the function? Absolutely not. So IKEA designers do not do it, because a product is of no use to the customer if it is not affordable.
Low prices from
uncoventional thinking
Low price is a prerequisite for the IKEA Concept to realise the IKEA vision - “to create a better everyday life for the many people”. As the IKEA Concept aims to serve “the many people”, the IKEA product range needs extremely low price levels.
IKEA designers do their part to keep prices low by using production capabilities from other areas in unique and previously unimagined ways - like having a shirt factory produce furniture upholstery. Or using leftover materials from the production of one product to create an entirely new one.
IKEA customers also contribute to keeping prices low. They select and pick up the products themselves, transport them home and then assemble them themselves. And they can enjoy them already later that day.
Making the IKEA
product range come to life
The IKEA store is where the IKEA range is sold. It is also where the range comes to life. Visitors are encouraged to take their time and get comfortable with IKEA home furnishing solutions and products in realistic room settings and real-life homes.
To sit, lie down, open and close drawers. To compare styles. Compare prices. And
imagine the possibilities!
IKEA customers are actively involved in the shopping experience. The IKEA
Concept relies on customers to choose, collect, transport and assemble IKEA products themselves. All products in the store are supported by price and product information that is clearly marked on large, easy-to-read tags. This makes it easy for visitors to serve themselves. There are, of course, knowledgeable co-workers available to customers when needed. Customer involvement contributes to IKEA low prices. That is the idea behind: “You do your part. We do our part. Together we save money.”
The goal is that everyone will enjoy their visit in the IKEA store. If the kids do not want to shop, they can play in the supervised play area. It may be hard to get them to leave, but they can be tempted with a treat from the IKEA Restaurant & Café. Visitors can reward themselves for successful shopping with a plate of Swedish meatballs (and buy a bag of meatballs from the unique IKEA Swedish Food Market in the exit area of most IKEA stores).
Expect the unexpected from
the IKEA shopping experience
Inside the IKEA store, there are hundreds of inspirational displays - from realistic room settings to real-life homes, all with product combinations that provide fresh ideas and know-how on contemporary interior design. There are up to 9,500 different products offered in the IKEA store. There are many new products introduced throughout the
year in the IKEA store. This gives visitors huge possibilities to find solutions that best
suit their needs.
While exploring the store, visitors may be inspired to pick up a few extra products. The IKEA store is laid out so they will not only find what they came for, but also be inspired by unexpected ideas and low-priced products as well.
The IKEA store provides everything that is needed for convenient shopping: pencils, notepads, tape measures, store guides, IKEA catalogues, shopping bags, strollers and trolleys. The only thing that customers need to bring is an empty car to take purchases home. Or they can use the low-priced IKEA home delivery service if that is easier.
And no one has to shop on an empty stomach. IKEA stores have a restaurant that serves unique Swedish dishes along with local favourites. It is a comfortable place to relax, look through the IKEA catalogue and think about what to buy.
The IKEA catalogue shows how the IKEA product range helps to create a better everyday life for the many people. Although the IKEA catalogue is extensive, it shows just a part of the range that the IKEA store offers, and the price of each product. There are thousands or more products to choose from in the IKEA store. And many new products are continuously introduced in the IKEA store all year long.
The IKEA catalogue serves as a permanent invitation to the IKEA store. It provides constant inspiration, and serves as an invaluable source of product information throughout the year. It also contains details on how to get to the nearest IKEA store and its opening hours.
Browse the IKEA range from the comfort of home and plan the next trip to the IKEA store. Feel free to copy the ideas inside and pass them off as your own. No one will tell!
The story of the
IKEA catalogue
In the late 1940s, the first IKEA advertisements appeared in local newspapers. Demand for IKEA products soared, and Ingvar Kamprad quickly outgrew his ability to make individual sales calls. As a result, he began operating a mail order catalogue and distributed his products via the county milk van. This resourceful solution to a difficult problem led to the annual IKEA catalogue.
The IKEA catalogue has been a vital part of IKEA retailing since the first edition was published in Sweden in 1951. Today, more than 200 million households around the world receive the IKEA catalogue, every year, free of charge.
Franchise applications
IKEA franchisees implement the IKEA Concept by marketing and selling the IKEA product range and have the responsibility to run, manage and develop the IKEA operations locally. With the exception of the IKEA Delft store, all IKEA stores operate under franchise agreements with Inter IKEA Systems B.V. Inter IKEA Systems B.V. is constantly evaluating new countries and is following a long-term strategic expansion plan, which sets our priorities of future growth, where to put focus and when. Entry to a new country is made after thorough market studies and franchisees are carefully evaluated prior to selection.
When selecting franchisees, Inter IKEA Systems B.V., among other things, evaluates the following:
• experience
• local market knowledge and presence which has to demonstated ability to establish and operate IKEA stores nationally
• corporate culture and values
• financial strength and ability to carry through the investment penetrating a country in full and in a large-scale retail environment format.
If you are interested and these conditions are met, please present yourself in writing and according to the above. Thank you for showing interest in the IKEA Concept.
Contact details:
Inter IKEA Systems B.V.
Olof Palmestraat 1
2616 LN Delft, the Netherlands
Attention: Franchising, IKEA Markets
Fax: +31 15 215 1395
The IKEA Concept has continued to show its strengths in business year 2012. The IKEA Concept is created to give the many people, regardless of the thickness of their wallets, the possibility to furnish their homes – even when times are tough. During the year, more than 770 million visits were made to IKEA stores around the world. And the ambition to offer home furnishing solutions that are relevant for different markets around the world continues to draw people to the stores.
Inter IKEA Systems B.V. was established in 1983 in the Netherlands, when it started to document and develop the IKEA retail system. Inter IKEA Systems B.V is the owner of the IKEA Concept and the worldwide IKEA franchisor. It is also a company within the Franchise Division of the Inter IKEA Group.
The Franchise Division includes service companies and companies selling IKEA products to franchisees on certain markets.
The Inter IKEA Group is owned by the Interogo Foundation, which is an enterprise foundation based in Liechtenstein. The Interogo Foundation has the main purpose to support and invest in expansion of the Inter IKEA Group and the IKEA Concept and ensure long-term success. The foundation owns itself and the Kamprad family is on the supervisory board.
For more info visit ikea.com
(0)
(0)