Why Brazil still is a no-go for IKEA

In developed markets, IKEA is positioned as a low-priced mass-market brand, but in emerging markets where low prices are the norm, it targets a growing middle class that aspires to international lifestyle products – among the BRIC, China has already 18 stores and Russia 14 stores. The company plans to open three new Chinese stores in Guangzhou, Suzhou and Chengdu, while in Russia their revenue fueled an 11 percent increase in full-year (2015) sales. Ikea opened its first store in August 2018, after few years of consumer research in the country. According…

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