In Good Company with Nicolai Tangen HIGHLIGHTS: Jesper Brodin - CEO of IKEA
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Jun 6, 2025 
Jesper Brodin, CEO of Ingka Group, shares insights on IKEA's innovative journey. He delves into the 'democratic design' philosophy, emphasizing functionality, sustainability, and affordability for modern living. Jesper reflects on his time with founder Ingvar Kamprad, highlighting his entrepreneurial spirit. The conversation also touches on the importance of embracing risk in retail and how IKEA is adapting to a digital-first world while striving for deeper customer connections in urban environments.
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Human First Impression Matters
- Jesper Brodin shared an insight from founder Ingvar Kamprad about welcoming customers with a greeting and handing out bags.
- This human interaction creates a personal first impression and starts the shopping experience earlier.
IKEA's Democratic Design Formula
- IKEA's democratic design combines function, quality, form, sustainability, and low price.
- Achieving this requires scale and engineering knowledge to create smart, affordable products for everyone.
Ingvar Kamprad's Personal Style
- Ingvar Kamprad lived a thrifty life despite his wealth and success, keeping an old Volvo for decades.
- He disliked boardrooms and committees, preferring action on the store floor and factory.