In Good Company with Nicolai Tangen Jesper Brodin: Inside IKEA, Democratic Design, and Sustainability Profits
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Jun 4, 2025 
Jesper Brodin, CEO of Ingka Group, shares insights on IKEA's innovative evolution. He delves into the 'democratic design' philosophy, focused on affordability and sustainability. The discussion highlights IKEA's commitment to climate-smart initiatives and how they adapt to digital consumer behaviors. Jesper also reflects on his experiences with founder Ingvar Kamprad, emphasizing a leadership approach that encourages creativity and risk-taking. With nearly a billion visitors a year, IKEA is set to redefine home furnishing while prioritizing sustainability and community engagement.
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Human Greeting Starts Shopping
- The first thing in IKEA stores is a friendly human greeting, not just AI or digital gimmicks.
- Ingvar Kamprad believed a human welcome and handing out bags starts shopping sooner.
IKEA's Democratic Design Formula
- IKEA's democratic design is fivefold: function, quality, Scandinavian form, sustainability, and low price.
- Scale and smart engineering enable quality and affordability simultaneously.
Jesper's Time With Kamprad
- Jesper Brodin worked closely as assistant to founder Ingvar Kamprad, discovering his authentic, thrifty character.
- Kamprad hated boardrooms and loved being on the store or factory floor where action happens.