Ikea will allocate 10 million euros to lower the prices of its products in Spain. In a context of economic crisis derived from the coronavirus pandemic, the multinational has announced that it will lower the price of up to 130 of its products during this fiscal year 2021. «Precisely in a particularly complicated year and in which the home has become our refuge, our best ally and travel companion in this context of uncertainty, from Ikea we want to invest in a price reduction so that households can adapt more easily to the new life circumstances that may have arisen in this situation, "the company reported in a statement.
The 130 items on which a reduction will be undertaken are the most demanded by the Spanish, such as the Brimnes bed, the Vedinge kitchen front or the Billy shelf. «When selecting the products we wanted to listen to our customers and lower the price of the products most demanded by them to make sure that with this drop we support as many people as possible, in addition, the selection has been made thinking about offering solutions for the essential needs of a home such as beds, cabinets, shelves, tables or chairs ", said Laurent Tiersen, commercial director of Ikea in Spain.
From Ikea ensures that This price reduction will not compromise the quality of the products or any other attribute contemplated. within the characteristics that ensure that they are the flagship of the company's philosophy: good design, functionality and sustainability. “We believe that we can also contribute with our products to achieve real changes in the day-to-day lives of many households and that is why we are committed to allocating economic resources to make them even more affordable. Because at Ikea we believe that we all deserve a true home, "added Tiersen.
Lower cost segment
In a interview with ABC At the end of last year, the CEO of Ikea Spain, Petra Axdorff, already advanced this renewed policy of affordable prices. Axdorff assured that more than 200 products had been reduced in 2020 and that new articles were being developed globally belonging to a lower cost segment, but with equal quality.
“Before we worked with the reference price standards of Europe and now we work with those of China. In other words, China's low price requirements are what we are applying to our own development processes, "said Axdorff.