Marketing and communication

Marketing and communications

Getting our messages to the many people

Marketing allows us to reach the many people to explain the IKEA offer to them. IKEA wants to reach the many people on each local market. The overall task is to build the IKEA brand and inspire people to come to the stores.

We use various channels outside the store to explain the full IKEA offer, but the starting point is always our customers’ needs. The best known channel is the IKEA Catalogue, which is developed by IKEA Communications in Älmhult, Sweden. Other important channels are IKEA websites, publications brochures, advertising and PR.

Our communication reflects IKEA values both visually and in tone of voice.

Typical roles in this work area
Marketing manager
Media manager
Catalogue and brochures co-ordinator

Sustainable life
at home
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Sustainable life at home
It all started in Småland
Find out how a simple business idea turned into a worldwide organisation.
Our roots
The IKEA quiz
Take a moment to see whether you and the IKEA culture are a good fit.
The IKEA quiz


A coffee break, usually accompanied by a little sandwich or a nice sweet roll.

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