Campaign
The last printed catalogue
The brand’s oldest channel ends after 70 years.
IKEA
Retail & Home
A teenager’s initials that turned flat boxes into a national brand for the world.
- Brand owner
- Inter IKEA Systems, Netherlands
- Largest retailer
- Ingka Group
- Leaders
- Jon Abrahamsson Ring (Inter IKEA), Juvencio Maeztu (Ingka)
- Known for
- Flat-pack, Billy, meatballs
The Brand in Brief
IKEA started as a mail-order business run by a 17-year-old and opened its first store in 1958. Flat-pack furniture, self-service warehouses and Swedish product names made low prices feel designed rather than cheap. The brand is owned by Inter IKEA and run by franchisees, the largest being Ingka Group. In the Gulf, IKEA stores are run by family groups under franchise, which many shoppers do not know.
Recent Brand Moves
- 2020The last printed catalogue
The brand’s oldest channel ends after 70 years.
- 2014BookBook
A catalogue ad parodies a tech launch and goes viral.
- 2002“Lamp”
A sad lamp and a Swedish man tell people to stop being sentimental about furniture.
- 1991IKEA opens in Dubai
Al-Futtaim brings the store to the Gulf under franchise.
Turning points
The Decisions that Made the Brand
Campaign
“Lamp”
A sad lamp and a Swedish man tell people to stop being sentimental about furniture.
1958Experience
First store in Älmhult
The showroom-warehouse becomes the brand experience.
Positioning
Flat-pack begins
Legs come off a table to fit a car; low prices get a method.
Campaign
The first catalogue
The catalogue becomes the brand’s main voice for 70 years.
Timeline
Every Brand Decision
After Kamprad2018 to now
Global system2000 to 2018
Going abroad1973 to 2000
Store and flat-pack1958 to 1973
Mail order1943 to 1958
2020
The last printed catalogue
The brand’s oldest channel ends after 70 years.
2014
BookBook
A catalogue ad parodies a tech launch and goes viral.
2002
“Lamp”
A sad lamp and a Swedish man tell people to stop being sentimental about furniture.
1991
IKEA opens in Dubai
Al-Futtaim brings the store to the Gulf under franchise.
1983
Blue and yellow logo
Sweden’s flag colours become IKEA’s.
1982
The foundation structure
Brand ownership moves into foundations, separate from the stores.
1979
Billy bookcase
A product name famous on its own.
1965
Self-service warehouse in Stockholm
Customers pick their own boxes, by necessity, then by design.
1958
First store in Älmhult
The showroom-warehouse becomes the brand experience.
1956
Flat-pack begins
Legs come off a table to fit a car; low prices get a method.
1951
The first catalogue
The catalogue becomes the brand’s main voice for 70 years.
1943
IKEA is registered
A teenager’s initials and home address become the name.
After Kamprad2018 to now · 1 moment
Digital, city stores, sustainability.
- 2020The last printed catalogue
The brand’s oldest channel ends after 70 years.
Global system2000 to 2018 · 2 moments
One concept, many franchisees.
- 2014BookBook
A catalogue ad parodies a tech launch and goes viral. - 2002“Lamp”
A sad lamp and a Swedish man tell people to stop being sentimental about furniture.
Going abroad1973 to 2000 · 4 moments
Europe, America, the Gulf.
- 1991IKEA opens in Dubai
Al-Futtaim brings the store to the Gulf under franchise. - 1983Blue and yellow logo
Sweden’s flag colours become IKEA’s. - 1982The foundation structure
Brand ownership moves into foundations, separate from the stores. - 1979Billy bookcase
A product name famous on its own.
Store and flat-pack1958 to 1973 · 2 moments
Self-service and flat boxes.
- 1965Self-service warehouse in Stockholm
Customers pick their own boxes, by necessity, then by design. - 1958First store in Älmhult
The showroom-warehouse becomes the brand experience.
Mail order1943 to 1958 · 3 moments
Pens, wallets, then furniture by post.
- 1956Flat-pack begins
Legs come off a table to fit a car; low prices get a method. - 1951The first catalogue
The catalogue becomes the brand’s main voice for 70 years. - 1943IKEA is registered
A teenager’s initials and home address become the name.
Moves like this
The Same Decision, Other Brands
Name & identity
How It Got Its Name and Its Look
The Name
IKEA is an acronym: Ingvar Kamprad, Elmtaryd (the family farm) and Agunnaryd (the village). Kamprad registered it in 1943 at 17.
What the Name DidA founder’s address as a brand name gave the company a Swedish story from the start.
Logo
1943Early IKEA name- 1983Blue and yellow oval adopted
- 2019Blue and yellow, refined, current
Colour
- NowIKEA Blue and Yellow
Words & Type
Experience the power of a bookbook.
2014Many of you feel bad for this lamp. That is because you’re crazy.
2002
- Noto IKEA2019
- Verdana, a change that drew loud complaints2009
- Futura1983
Ownership & architecture
Who Owns It, and How Its Brands Fit Together
Owned byIKEA brand
ThroughInter IKEA Systems
ThroughInterogo Foundation
IKEAMaster brand with product namesBrands it owns
- TaskRabbitbought by Ingka 2017
Run in the region by
- UAE, Qatar, Oman, EgyptAl-Futtaim
- Saudi ArabiaGhassan Ahmed Al Sulaiman
- KuwaitAlshaya Group
Products
- Billy
- Poäng
- Kallax
- Malm
Services
- IKEA Family
- IKEA Restaurant
Retired names
- Printed catalogue
How the names are built · Master brand with product names
Product namesSwedish places for sofas, Norwegian places for beds, Danish places for rugs
IKEA stores are franchises. Ingka Group, owned by the Stichting INGKA Foundation, runs most of them.
Leadership
Who Leads It, and Who Shaped It
JR
Jon Abrahamsson RingCEO, Inter IKEA Group
JM
Juvencio MaeztuCEO, Ingka Group
Chief Executives
2025 to now
Juvencio Maeztu (Ingka)First non-Swede to lead Ingka
2017 to 2025
Jesper Brodin (Ingka)City stores, sustainability
1999 to 2009
Anders DahlvigGlobal system
1986 to 1999
Anders MobergAmerica and expansion
1943 to 1986
Ingvar KampradFounder
Brand Builders
GL
Gillis LundgrenDesigner
Started flat-pack and designed Billy.
ME
Marcus EngmanHead of design, 2012 to 2018
Brought in collaborations and Democratic Design.
Campaigns
The Work that Carried the Brand
Did you know?
Less Known Facts
Naming1943
IKEA stands for Ingvar Kamprad, Elmtaryd, Agunnaryd.
Product1956
Flat-pack started when a designer took the legs off a table to fit it in a car.
Naming1979
Billy is named after Billy Liljedahl, who worked at IKEA’s ad agency.
Naming1990
Rugs get Danish names, beds Norwegian ones, sofas Swedish place names.
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Compiled by the BrandTheChange editors from company records, filings, archives and press. Suggest a correction · Image credits