How IKEA built its brand

The minimalist, flat-packed furniture company has revolutionised living spaces globally. Originating from a small Swedish farm in the 1940s, it quickly grew and gained household recognition in the 1970s and 1980s. Today, Ikea stands as the world's largest furniture retailer. We speak to CEO Jesper Brodin to explore Ikea's brand evolution and its ability to adapt to consumer trends over the span of eight decades. And how realistic are its sustainability targets?Presenter: Sam Fenwick Producer Amber Mehmood(Image: Jesper Brodin. Credit: Getty Images/ Archive Credit: British Pathé, Homes Limited 1945)

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