IKEA : THE SWEDISH EMPIRE OF LOW-COST FURNITURE | M6 | 66 minutes

34 stores in France, more than 12,000 employees and 56 million visitors per year, it is one of the favorite brands of the French.

80 years after its creation, Ikea, the Swedish furniture kit giant has not aged a bit and is still looking to reinvent itself to remain a leader.

It all started in Almhult, Sweden. It is there, out of sight, in the design department that the famous furniture at low prices and unpronounceable names are created. So what are their criteria for designing a piece of furniture? How do you sell the same chair in China, Saudi Arabia or France? How do they rework some iconic models, such as the “Billy” library, which has already sold 60 million copies worldwide?

More than a furniture brand, Ikea is first and foremost an experience in its own right. To understand it, one of the biggest stores in France opened its doors to us. From the customer journey, to inventory management, through the restaurant, the establishment of a new “atmosphere” and the first steps of a young salesperson, decryption of the Ikea strategy, by following the teams on site during a particularly busy weekend.

In order not to lose popularity, the brand must constantly renew itself, it now relies on its furniture customization workshops and second-hand spaces to attract new customers. Here, vouchers are offered in exchange for old furniture of the brand