Ikea to focus on stores, not e-commerce

Upholstery Journal | April 2008

Swedish furniture retailer Ikea announced a shift in retail strategy. A memo to employees from CEO and president Anders Dahlvig stated that the company plans to focus on in-store sales and discontinue further investments into online sales. The decision was founded on the belief that customers receive the lowest price and the best deal if the product range is only available in-store. A spokesperson for Ikea U.S. confirmed the memo but says there are no plans to dismantle Ikea’s online shopping feature in the United States.

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