"Inter IKEA Systems B.V. owns the IKEA Concept. As a franchisee, we can sell the IKEA Product Range, use the IKEA trademarks and operate according to proven working methods, following the IKEA values. Within this framework, we have the freedom to make certain decisions about what to sell and when. Of course, the majority of the products are part of the standard range, but we also select about 20% of them with local tastes in mind. For example, we stock more of the darker wooden furniture our customers prefer. We also adapt the timing of seasonal launches to match the local lifestyle and climate. That means we don’t put outdoor furniture on display until the winter months in Kuwait, when it’s cool enough to sit outside."