Main content

How IKEA built its brand

We speak to Jesper Brodin, CEO of the world's largest furniture retailer.

The minimalist, flat-packed furniture company has revolutionised living spaces globally.

Originating from a small Swedish farm in the 1940s, it quickly grew and gained household recognition in the 1970s and 1980s.

Today, Ikea stands as the world's largest furniture retailer.

We speak to CEO Jesper Brodin to explore Ikea's brand evolution and its ability to adapt to consumer trends over the span of eight decades.

And how realistic are its sustainability targets?

Presenter: Sam Fenwick
Producer Amber Mehmood

(Image: Jesper Brodin. Credit: Getty Images/ Archive Credit: British Path茅, 成人快手s Limited 1945)

Available now

17 minutes

Last on

Wed 9 Oct 2024 07:32GMT

Featured

  • .

Broadcast

  • Wed 9 Oct 2024 07:32GMT

Business Daily Podcast

Download every programme.

Podcast