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Sales slightly higher than the previous year, despite the obligation to wear a mask in furniture stores in certain cantons. Despite 8 weeks of full closure of the nine Swiss branches during the crown closing.
Ikea Switzerland achieved sales of 1.15 billion francs in the last financial year (end of August 2020). An increase of 0.7 percent compared to the business in 2019. About 110 million francs were lost during the eight-week lockdown, according to a statement. The Ingka Group, which also includes Ikea Switzerland, achieved sales of around 38 billion francs.
How does Ikea Switzerland explain the miracle of Sweden? “Online demand quadrupled in a few hours,” they say. While the branches were closed, the online channel remained open. The company launched drive-ins so customers could pick up their orders.
Another keyword is the need to catch up. When the furniture stores were allowed to reopen, customers returned to the branches. “Sustained high demand for home furnishings,” says Ikea. Either because people work more often from home or because they are at home due to quarantine and other measures? I suppose.
More time at home, more new furniture
Ikea cites a recently published study. After the closure, nearly 80 percent of those surveyed would have perceived their home as a place of refuge. According to the furniture giant, 2 in 5 people have made changes to their home as a result. Particularly strong categories: office furniture, kitchen utensils, outdoor furniture.
Ikea Switzerland Director Jessica Andere (50) is proud: “This extraordinary year presented us with unprecedented challenges. That we are still able to complete it with such success makes me happy. “We are sorry and we thank customers for their patience and long lead times for online orders.
New delivery options for customers
Here Ikea wants to offer even more service. For example, with the “Curbside” delivery option, which is available from October. Customers can indicate that their order can be deposited directly at their doorstep or on the “road”. Until now, only one time interval could be selected. This time coordination with Curbside is no longer required.
And Ikea’s collectible boxes, which were launched in front of certain furniture stores in 2019, are now available in all branches in Switzerland. “They are actively used,” says the furniture giant. Advantage: lockers and company. They can also be collected outside of opening hours. However, this service is not free. Depending on the value of the goods, it starts at CHF 10.
