IKEA: Modularizing Design and Value

IKEA鈥檚 vision is to 鈥渃reate a better every day life for the many people鈥漑1], aiming to bring good design to as many people as possible. As CEO Mikael Ohlsson once said, IKEA鈥檚 goal is to offer 鈥減eople with limited means the ability to furnish their houses like rich people鈥漑2]. By catering to this target demographic with low prices, modular design aesthetics, and a focus on immediate functionality over durability 鈥 combined with its personable brand and strong sustainability focus 鈥 IKEA has become one of the leading retailers in the furniture industry.