Worldwide in pet products

Jul 1, 2005

IKEA's strategy

For 60 years, IKEA has applied the following successful strategy:

"The IKEA vision is to create a better everyday life for many people. We make this possible by offering a wide range of well-designed, functional home furnishing products at pieces so low that as many people as possible will be able to afford them."

Thus good design and quality for the lowest possible price. So if this is true, why has IKEA now become active in the pet accessories market? It is also IKEA's vision to supply everything that has to do with home interiors and it has not escaped IKEA's attention that many people have at least one dog and one cat, and that there are even more dogs and cats than there are children! Moreover, 92% of the consumers consider their dog/cat to be a member of the family. For this reason, the company decided years ago to develop a product range for pets that, based on a modern and attractive design, would fit in well with the consumer's interior and within a limited budget.

How has IKEA developed the pet products?

All of the products which are sold under the pet products category are developed and tested extensively in Sweden.

IKEA chose not to work together with suppliers from the pet industry but instead to work with its current suppliers on the design, selection, materials, and other aspects.

Furthermore, IKEA's philosophy is that only products for dogs and cats will be offered that will also fulfil other functions within the consumer's interior. Of course the products must also be animal-friendly and If applicable, easily washable.The current range consists of 50 products, 70% of which may also be used for other purposes. Storage tins for items such as cookies, containers which may be used in the kitchen, cushions for the couch, etc.

The development of the product line has taken two years because, in addition to the creation of the distinctive design and proven quality, all sorts of standards and regulations must be complied with which vary all over the world.

The range

The pet products category may be divided up into 3 segments:

a. eat & store

b. walk & play

c. sleep & care

Products have been developed for dogs or cats within each segment. In addition, IKEA has also developed an extensive range of post cards and gift wrap featuring all sorts of dogs and cats. These products have become extremely popular!

A good example of this innovative approach is for example in the sleep & care segment, the cat scratching post/bed.

This wicker "bed" may also be used by cats as a scratching post and as a bed but may also be used by the consumer as a stool (store piece €49.95).

The manufacturer has also incorporated a special scent into the cushions for dogs and cats (€12.95) that the animals like, one which may not be detected by humans.

And what about a plastic feeding dish from the eat & store segment which only costs €0.25 in the store! (foto afbeelden).

The future

IKEA has launched the pet products category in February of this year to consumers all over the world simultaneously. In each country, they have done this in only the larger stores. Within 2 years, all of the stores will stock a basic range of 30 products; the larger stores will sell the full range comprising 50 products.

IKEA will continue to focus only on those pet accessories that play a role in consumers' interiors; becoming active in the pet food segment is thus not an option.