We’re happy to introduce an updated IKEA Direction that’s shorter, sharper and even more IKEA! Addressing the challenges of a changing world, we’ve updated the Three Roads Forward to identify the biggest opportunities for our brand and business. We’ve put life at home and IKEA products even more in centre, and we’ve clarified the need to work even better together. First introduced in 2018, Three Roads Forward identifies the three biggest opportunities for the IKEA brand and business: 1. Make IKEA affordable for people who cannot afford IKEA today 2. Reach and interact with many more of the many people, where they are 3. Make IKEA more sustainable in everything we do As one component of the IKEA Strategic Landscape, the IKEA Direction bridges between the IKEA Forever parts and the five common IKEA strategies. And it gives inspiration and guidance to “kraftsamla” around common priorities to create an even better IKEA for the future. Affordability is at the heart of the IKEA business idea. While we’ve made great strides to reduce prices during FY24, the updated direction describes how we’ll use democratic design to create even lower prices with a meaning.  We’ll continue to build on the success of the big IKEA store as a destination. IKEA will become even more accessible through many different customer meeting points – physical and digital – where we see the store and the website as equal parts. We’ll also continue transitioning towards a circular business built on regenerative resources and renewable energy. The ambition is to end dependency on virgin, non-renewable materials and fossil fuels, and to halve our greenhouse gas emissions by 2030 in line with the Paris agreement. All to make IKEA more sustainable in everything we do. Five connected IKEA strategies describe how we’ll move the three roads. This year, we’ve updated three of the strategies and introduced a brand new Retail Strategy. You can find out more about them all here, but let’s take a look at what’s new for FY25. IKEA Retail Strategy The new IKEA Retail Strategy drives growth by guiding us towards an “An IKEA for you”, which is about developing stronger, more relevant, meaningful and long-lasting relationships in the lives of the many people. To create “An IKEA for you” and deliver lasting impact, we’ll focus our efforts in four areas: My IKEA: Life at home leadership through personalisation. Closer IKEA: The omnichannel experience of tomorrow. Easy IKEA: Affordable services that make IKEA convenient. More IKEA: A new world of IKEA in every market. IKEA Supply Strategy In the movement “Leading with lowest cost”, we found that a better value chain collaboration can have a significant impact on costs. The updated IKEA Supply Strategy clarifies the need to become better in working together across the value chain, especially in two areas: combining manufacturing knowledge with product development knowledge,  and integrating sales and supply planning across. Both will give competitive advantages in the future. Expanding knowledge about our supply chain will be crucial both to secure traceability for compliance and to provide enough in-depth information about our products to our customers. IKEA Sustainability Strategy This year, the main updates to the IKEA Sustainability Strategy include strengthened climate goals and a focus on the nature agenda. The updates reflect the next step on the IKEA climate journey – going to Net Zero and Beyond from “Climate Positive”. We are committed to reduce the absolute greenhouse gas emissions from the IKEA value chain by at least 50 % by FY30 (compared to FY16 baseline) and reach net zero emissions by FY50 at the latest without relying on carbon offsets. The Sustainability Strategy is complemented by a new learning package, which can be accessed via the strategy page. IKEA People Strategy The IKEA People Strategy sets the direction and clarifies which capabilities we need to develop to overcome today’s challenges and secure long-term growth and competitive advantage making sure we nurture and protect our IKEA uniqueness. It is the guide to continue to develop IKEA as the world’s leading omnichannel retailer, standing out as a trusted, caring brand where people truly matter. The IKEA People Strategy ensures this objective remains our guiding principle.  In FY24, we lightly updated the strategy in the focus area 'Competence for Tomorrow’, and we plan a strategy review during FY25. Stay tuned! IKEA Range & Communication Strategy The IKEA Range & Communication Strategy remains stable this year, with no updates for FY25. Yet we continue to progress how we lead through the strategy to create better homes for the many people. The road ahead The future is more exciting than ever. The world is filled with challenges that test entrepreneurship and collective problem-solving abilities. Continuous transformation is key while managing daily tasks.  We need to be faster, more flexible, and more innovative to keep costs low in everything we do every single day.  Overall, it’s about embracing the future with confidence and optimism. The refreshed IKEA Direction is part of our roadmap to navigate this future as we continue to realise our vision – a journey we’ve been on since the very beginning. We’ve come a long way, but most things remain to be done. Discover more  Aiming to bring key topics from our five strategies into action and enhance effectiveness and efficiency across the IKEA value chain, leaders from all parts of IKEA met in Älmhult during week 34 to move "From Strategy to Plan." The main presentations were recorded to inspire discussions and planning across the value chain.  Click here to access recordings and presentation material from “From Strategy to Plan” Click here to read the full IKEA Direction.  Want to know how the IKEA Direction connects to the IKEA Strategic Landscape? Take a look at this page. For all the details on the five IKEA Strategies, click here.  

More than 2052 IKEA co-workers broke the GUINNESS WORLD RECORDS™ title for the largest gathering of people wearing two-piece pyjamas (single venue). The achievement took place in the heart of IKEA in Älmhult, Sweden on the 28 August and marked the beginning of a year-long initiative focused on improving sleep for the many people. “We’re thrilled about this collective effort, bringing together IKEA co-workers from different parts of IKEA in southern Sweden, to highlight the importance of sleep” says Fredrika Inger, Managing Director of IKEA of Sweden. “Good sleep benefits everyone, and we believe that by prioritizing it, we can genuinely make a big difference. Small adjustments, like choosing the right pillow or lighting can lead to big improvements. Our goal is to make these improvements accessible to everyone because good sleep should be something everyone can achieve.” IKEA’s decision to dedicate a full year to improving sleep is rooted in the fact that many people still struggle to achieve good quality rest, despite widespread recognition of sleep’s importance. The IKEA Life at Home report reveals that 55% of people rate sleep as their most important well-being activity at home. Yet, numerous studies show that as many as 1 out of 2 adults report dissatisfaction with their sleep, affecting daily functioning and work performance. “Our customers’ interest in sleep has been on the rise for years. And the message we received from them was quite clear – they want more sleep tips, more sleep solutions, and even more convenience in making their dream sleep setup,” says Tolga Öncü, Ingka Retail Manager (COO) at IKEA Retail (Ingka Group). “Thus, our goal in FY25 is to reach millions of additional people and help them improve their sleep and everyday life." At IKEA, we believe that good sleep requires a holistic approach to the sleep environment. Building on decades of innovation and development in the sleep segment, IKEA has a long history of creating well-designed, functional, durable, and sustainable solutions at an affordable price. Our solutions cover all six areas proven to be essential for quality sleep: comfort, sound, light, air, temperature, and decluttering.  Mattresses belong to the group of products connected to comfort. IKEA has been on a journey to create better mattresses focusing on using fewer materials while offering improved comfort at a lower price. The IKEA Comfort lab, one part of the IKEA Testlab in Älmhult where IKEA products are put through rigorous tests, has been an important enabler for this development process.  Through the Comfort Lab in Älmhult, IKEA leverages virtual data simulation and physical tools to provide an objective recipe for creating mattresses tailored to various needs. “We have listened to the IKEA customers to develop our range of complete sleep solutions to better meet their diverse needs. The IKEA Comfort Lab in Älmhult enables this by using virtual data simulation and physical tools to measure comfort through indentation, pressure, and microclimate. These tests provide an objective recipe for creating mattresses tailored to various needs.”, says Fredrika Inger.