The success of IKEA The secret of IKEA's success is the IKEA feeling, the culture. The company has Swedish origins and it is no coincidence that the IKEA logo is blue and yellow. The IKEA concept, like its founder, was born in Småland. People are known for working hard, living on meager means, and using their heads to make the most of the limited resources they have. As the founder Ingvar Kamprad said “wasting resources is a mortal sin”. “This characterizes the entire company itself. This is at the heart of IKEA's approach to keeping prices low. But quality is not compromised for cost reasons. Sweden has an international reputation for safety and quality you can rely on, and IKEA retailers pride themselves on offering the right quality in all situations.” The IKEA product range is wide in several respects; includes 9,500 products that are essentially the same in all IKEA stores. First of all, it is full of functions: you will find everything you need to furnish your home, from plants to living room furniture, from toys to entire kitchens. Secondly, it is broad in style. The romantic at heart will find as much as the minimalist. Finally, being coordinated, the range is wide in terms of functionality and style at the same time and at all times. IKEA offers not only furniture, but also small room accessories, which can be purchased together with the furniture. Customers can spend a lot of time in stores, even if they don't want to buy any furniture, they wander around the interior of the same IKEA formed all over the world, find ideas on how to furnish their home and in the end they might have an intention to return more late or even to buy something, probably just a candle or a vase. Many people associate Sweden with a fresh and healthy lifestyle. This Swedish lifestyle is reflected in the IKEA product range. IKEA works to ensure that products and materials are adapted to minimize any negative impact on the environment and are safe for customers from a health perspective. They use renewable and recyclable materials. Flat packs are also important due to shipping costs. They don't send air, this means lower costs, lower CO2 emissions. For example, they "slimmed" the KLIPPAN sofa by a few centimeters so that 4 more sofas can be placed in a carriage.