IKEA, Sweden’s Jewel
Scandinavian efficiency, unique product offerings and a relaxed sense of fun infiltrate every aspect of IKEA’s worldwide empire.
Kamprad Expands to America
The first North American store opened in 1985 in Plymouth Meeting, PA, a suburb of Philadelphia. A few painful lessons were learned here. For example, some items, such as bed sheets, were marketed using a metric system—resulting in low U.S. sales and high rates of return. The savvy Swedes soon adapted their merchandising strategies.
Denny Hatch is the author of six books on marketing and four novels, and is a direct marketing writer, designer and consultant. His latest book is “Write Everything Right!” Visit him at dennyhatch.com.
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