Ikea’s UK marketing boss says the retailer is looking to widen its appeal through more creative marketing and the launch of smaller stores and pop-ups to recreate the
“buzz” that surrounded the brand when it first came to this country almost 30 years ago. Speaking to
Marketing Week, UK and Ireland marketing manager Peter
Wright admitted that Ikea is still seen as “that quirky Swedish shop that sells furniture and meatballs,” but that it is now looking to widen its perception.
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