Möbelhandel: Wie Ikea gegen die Zurückhaltung der Kunden ankämpft

Düsseldorf – Ikea promises a festive atmosphere for the holidays on its website, showcasing items such as decorations, lighting, and products like Vintersaga in a festive manner. However, the company's mood is less jubilant. World sales declined after a record year in 2022/2023, as customers become more cautious with their purchases of furniture and home items, delaying purchases due to the ease of deferring such expenses compared to other everyday products.

Germany remains Ikea's primary market, yet the company faces increasing pressure from competitors like Jysk and XXXLutz. In response, Ikea is employing various strategies to attract customers. This week, Ikea launched a new second-hand marketplace in Germany, where members of the Ikea Family Program can buy and sell used furniture.

Those who choose to receive a prepaid card will receive a 15 percent coupon on the sale revenue at launch, aiming to capitalize on the growing trend of the second-hand market. Online platforms like Kleinanzeigen have seen Ikea products featured as popular items for years. Charlotte Miles, Ikea's Country Sales Manager in Germany, notes that there is a growing demand for used furniture and home accessories, with more people opting to buy and sell these items online. Since 2019, customers have been able to resell used furniture back to Ikea.