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The brand IKEA.
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- Words:
- 1842
- Submitted:
- Mon Jun 28 2004
... THE BRANDING OF IKEA Company background The brand IKEA was founded in 1943 in the small town of Agunnaryd, Sweden, by Ingvar Kamprad. The first catalogue was introduced in 1951 and with this the founder saw his chance to expand his business on a larger scale, and this was the year he decided to completely focus on low-price furniture, as from the beginning IKEA sold mainly matches, watches, Christmas decorations, picture frames and jewellery. In 1956 the company came up with the concept of 'flat-pack' self-assembly furniture. The first international IKEA store was introduced in Norway in 1963, and was soon followed by the opening of stores in Denmark, Germany, Australia, Canada, and Austria. In 1987 the first IKEA opened in the UK, and in 2001 the company had 143 stores in 22 countries. Today we are the leading furniture retailer in the UK with a 12.1% before MFI and DFS. Our Brand - an introduction The
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