Jesper Brodin: Inside IKEA, Democratic Design, and Sustainability Profits

Hi everybody, I'm Nikola Tanjen, the CEO of the Norwegian Sovereign Wealth Fund, and today I'm really thrilled to welcome Jesper Borudin, the CEO of IKEA. Now, IKEA, as you know, runs these iconic blue and yellow stores that had uh that have transformed perhaps your living room, but for sure hopes worldwide and they brought a slice of Scandinavian design to almost 900 million visitors every year. Wow, that's quite something. Well, that's quite something. Thank you for the opportunity, uh Nikolai, to be

part of uh this uh incredible podcast and and thank you for doing the commercial for IKEA so I don't have to yes bro I would love just to go uh visiting a store with you so can we just uh put on our customer hat and let's go into an IKEA store. So we Enter the door, what is the first thing we see? Actually, it's interesting since I had the pleasure to work very closely in Vakamprada, founder, uh, for many years, walk walking a store with him, I realized that there is nothing um left to chance, so to say. So the first thing you will actually experience coming to IKEA is uh a person.

Um, in a time of AI and digital revolution, it can be quite interesting that We believe that nothing can replace that human first impression when you somebody greets you and that somebody will also hand you a bag, which was inverse, of course, insight that if we hand out bags you will begin your shopping even sooner. So that is both a friendly gesture and a smart commercial. uh trick from IKEA. And these are not small bags, these are pretty big ones, right?

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