IKEA announces appointment of New Zealand Market Manager as the first recruit for Aotearoa

IKEA New Zealand has today announced its first ever recruit. Johanna Cederlöf will take on the role of Market Manager for IKEA Aotearoa New Zealand, playing an integral part in establishing IKEA as a leading omnichannel retailer in the country, ahead of its first store and online shopping opening in late 2025.

As Market Manager, Johanna will be responsible for the running of the big, blue box in Auckland, which is now officially called IKEA Sylvia Park.  As one of the first IKEA markets in the world to open a store alongside online shopping, Johanna will also ensure the IKEA range is accessible to the many New Zealanders throughout the country.

The appointment is the first step in the recruitment journey for the Swedish retailer who is looking to predominantly recruit from the local market. Leading with IKEA values, Johanna will play an important part in the ongoing selection of the team that will successfully establish the brand in New Zealand, from opening onwards. Johanna started her IKEA journey in Finland in 2011, working in People & Culture and Business Navigation. In 2017 she became Store Manager in Raisio-Turku, Finland and since 2020 she has been Market Manager for IKEA Vienna Westbahnhof in Austria.

Mirja Viinanen, CEO and Chief Sustainability Officer for IKEA Aotearoa New Zealand says, “From the beginning of the recruitment process, Johanna has impressed us with her passion for retail and life at home expertise. She has a proven track record, having opened Ingka’s most successful City store during the pandemic in August 2021. From recruiting and onboarding a team and establishing operations prior to opening, through to developing a strong customer fulfilment set up and business growth following launch, Johanna has taken the store from strength to strength.”

Mirja Viinanen continues, “We look forward to seeing Johanna’s strong leadership as she builds her team for IKEA in New Zealand.”

New Market Manager for IKEA Aotearoa New Zealand, Johanna Cederlöf says, “I’m so thrilled for the opportunity to establish IKEA as a leader in life at home for New Zealand, and help deliver our mission, to create a better everyday life for the many New Zealanders. I can’t wait to immerse myself in a country with such a rich culture, people and values, to see how both our brand and home furnishing solutions can make the best impact from day one. Being the first Market Manager in New Zealand, I want to bring the IKEA brand into the hearts of the many through a convenient omnichannel offer, our home furnishing expertise, a consistent sustainability agenda, our concept, and strong culture and values.”

“When I joined IKEA in 2011, I was asked, what I want to do in 10 years’ time? I said I wanted to be a Market Manager and when they asked where, I answered ‘if IKEA ever opens a store in New Zealand, I want to lead it’.”

Johanna says she has been drawn to Aotearoa New Zealand's rich cultural heritage and natural wonders for many years and is eagerly looking forward to exploring the country from north to south in all seasons. 

As a values-based employer, Johanna’s favorite IKEA value is to ‘Renew and Improve’, because it gives her energy to drive things forward and to not settle on the status quo, constantly finding new ways for meeting customers’ expectations and strengthening co-worker engagement.