Business | Frictionless furnishing

IKEA undertakes some home improvements

The furniture giant is belatedly deepening its presence in e-commerce

You snooze, you lose

ON A Sunday afternoon, just beyond London’s M25 ring road, shoppers participate in the ritual that is a trip to IKEA. Fuelled by a lunch of Swedish meatballs, they negotiate their way around the 400,000-square-foot maze of a store, past children playing hide and seek and couples arguing over the merits of a PAX over a HEMNES wardrobe. Hours later, they emerge, wearily pushing trolleys loaded with flat-pack furniture and far more tea lights than they had intended to buy. The joy of assembly still awaits them.

This article appeared in the Business section of the print edition under the headline “Frictionless furnishing”

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