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r achieving our goals are characterised by our
unprejudiced approach, by “doing it a different way” if you will, and byour aim to be simple and straightforward in ourselves and in our relationswith others.
Lifestyle is a strong word, but I do not hesitate to use it. Part of creatinga better everyday life for the many people also consists of breaking freefrom status and convention – becoming freer as human beings. We aim tomake our name synonymous with that concept too – for our own benefitand for the inspiration of others. We must, however, always bear in mindthat freedom implies responsibility, meaning that we must demand muchof ourselves.
No method is more effective than the good example.
I claimed earlier that we contribute to the process of democratisation. Let
me add, to avoid any misunderstanding, that this does not mean that we
take a position on questions of equality – such as salary issues. Though
you may say that here again, we approach these problems from a different
perspective.Our product range and price philosophy, which are the essence of ourwork, are described in the following chapters. They also describe the rulesand methods that we have worked out over the years as cornerstones ofthe framework of ideas that have made and will continue to make IKEAa unique company.
Ingvar Kamprad, 20 December 1976
8 The Testament of a Furniture Dealer. A Little IKEA Dictionary © Inter IKEA Systems B.V. 1976 - 2007 © Inter IKEA Systems B.V. 1976 - 2007 The Testament of a Furniture Dealer. A Little IKEA Dictionary 9
1
The product range – our identity
We shall offer a wide range of well-designed, functional home
furnishing products at prices so low that as many people as possible
will be able to afford them.
Range
The objective must be to encompass the total home environment, i.e. to
offer furnishings and fittings for every part of the home whether indoors
or outdoors. The range may also include tools, utensils and ornaments for
the home as well as more or less advanced components for do-it-yourself
furnishing and interior decoration. It may also contain a smaller number ofarticles for public buildings. The range must always be limited to avoid anyadverse effect on the overall price picture. The main effort must always beconcentrated on the essential products in each product area.ProfileThe main emphasis must always be on our basic range – on the part that is“typically IKEA”. Our basic range must have its own profile. It must reflectour way of thinking by being as simple and straightforward as we areourselves. It must be hard-wearing and easy to live with. It must reflect aneasier, more natural and unconstrained way of life. It must express form,and be colourful and cheerful, with a youthful accent that appeals to theyoung at heart of all ages.
In Scandinavia, people should perceive our basic range as typically IKEA.
Elsewhere, they should perceive it as typically Swedish. Alongside the basicproduct range, we may have a smaller range in a more traditional style
which appeals to most people and which may be combined with our basicrange. This part of the range must be strictly limited outside Scandinavia.Function and technical quality
“Throw-away” products are not IKEA. Whatever the consumer purchases
shall give long-term enjoyment. That is why our products must be
functional and well-made. But quality must never be an end in itself: it
must be adju