IKEA, Sweden’s Jewel
The same design holds true for other products. For example, IKEA offers a 12-pack of tumblers for $4.95. Particularly dazzling is the handsome FALSTERBO sofa that triples as a settee, a reading lounge chair or, once extended, a twin bed. And it ships flat.
The Creative Process
IKEA develops nearly all of its own products and insists its designers get out of their studios to work directly with the material-handling people, as well as its network of 2,000 suppliers in 55 countries. Their goal is to create the most efficiently transportable items that also are stylish and ecologically sound. Further, it holds its manufacturers to rigid standards of excellence that include sturdiness, safety and material content.
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.
