So what is our way?

Basically, you could say, it is “the way we do things around here.”That is no lucky chance. It is the result of 60 years of hard work.It refers to our common culture, our way of meeting challenges, ourway of succeeding together and our way of translating our passion

for home furnishings into something useful for our customers.But “our way” has only a value if it is perceived as a value byour customers. They need to see us the way we want to appear.The IKEA Brand values point us in the right direction.

What we are

On the following pages you can acquaint yourself with ourbrand values. They are visualised in the simplest possible way,showing what we are and what we are not.

What we are not

Clear Not complicated

Honest Not fake

Light-hearted Not dull

Passionate Not indifferent

Smart and thrifty Not extravagant

Surprising Not expected

Warm and human Not cold and distant

Inexpensive Not expensive

Rebellious Not conformist

For the many Not for the few

Swedish Not from anywhere...

Swedish

Our brand values form the perception of our brand

Functional Clear Honest Light-hearted Passionate Smart and thrifty

Surprising Warm and human Inexpensive Rebellious For the many