Ikea CEO reveals what the coming ‘new era of retail’ will look like

Ikea CEO Jesper Brodin

Helsingborg, Sweden — Ikea CEO Jesper Brodin is leading the Swedish home furnishings company into a new era of retail with a focus on digital transformation, sustainability, and a consumer “lifestyle trajectory” that eschews the traditional age, gender, and income segmentations.

Stating that he believes “the future of retail is 100% circular and integrated,” Brodin outlined several of Ikea’s strategic focus areas in an interview with RetailDetail in conjunction with the company’s first H22 City Expo.

Ikea textile recycling and circularity

In some of its global markets where local infrastructures for recycling are not in place, Ikea offers and arranges pick-up and transportation of waste for its customers.

“We see the retail world in 20 years being 100% circular, climate, and people positive with the customers getting an organic omnichannel experience,” Brodin said. “It will be a retail ecosystem fully integrated with other sectors and society, taking more care of this One Home, One Planet and creating a better everyday life for the many people.”

The H22 City Expo included a month of events, workshops, performances and demos that explored how the relationship between people and their homes has evolved. In the future, Ikea hopes to bring similar local initiatives and activities to other markets.


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I’m Cindy Hodnett, executive editor of brand development for BridgeTower Media’s Home Furnishings Division. Most recently, I worked in a marketing content development role, and now I’m putting my editor’s hat back on for Furniture Today, Home Accents Today, Gifts & Decorative Accessories, Designers Today, Home Textiles Today and Home Furnishings News. My first introduction to the trade side of home furnishings was as an editor for FT in 2012 and founding editor of Designers Today in 2015, and now I’m once again working alongside some of the industry’s most dedicated professionals to keep our readers informed about the events, people, and companies that impact their business.