41.3 billion Euros to IKEA. Is there something you can learn from this great brand? In 2019, IKEA reported sales revenue of 41.3 billion Euros, up from 38.8 billion Euros in 2018. The revenue of IKEA has grown every year since 2001. In 2019, this revenue resulted in a profit of AUS$545 million in Australia […]

41.3 billion Euros to IKEA. Is there something you can learn from this great brand? In 2019, IKEA reported sales revenue of 41.3 billion Euros, up from 38.8 billion Euros in 2018. The revenue of IKEA has grown every year since 2001. In 2019, this revenue resulted in a profit of AUS$545 million in Australia alone. IKEA is a very successful business, and one of the most valuable brands in the world. It is a great business.IKEA is a great business in part because management knows who their market is, but also because they: Know who their market is not Target the smallest possible market Work hard to avoid competitors I would never go into an IKEA car park, let alone an IKEA store. I dislike everything about IKEA – and their management does not care, because I am not their target market, and they know it is not possible…