As of today, the new catalogue of Swedish retailer IKEA is available in its single unit, so far, in Romania, in Bucharest – Baneasa area.
Under ’Make room for life’ slogan, IKEA’s focus for 2018 is on what the retailer terms the “heart of the home” – the living room, the most versatile room in the house. IKEA wants to offer a new take on the room so central to everyday life with emphasis on items intended to personalise it into a disco, cinema or a place to chill out with friends.
”The living room is the place where life happens. It makes room for it all, from afternoon naps and movie nights to festive gatherings with your favourite people,” Daniela Stoican, PR Manager IKEA Romania says in a press conference on Thursday.
On this occasion, IKEA has inaugurated the new showroom in the Baneasa store which is covering 1,500 square meters and includes seven new models of furnished rooms. The investment, amounting to EUR 100,000 and represents the biggest change in the last ten years, since IKEA is operating in Romania.
IKEA representatives also presented the results of a study on how Romanians use the living room. Thus, 85 percent of Romanians use the living room as a social space, but also for recreation (45 percent) and for entertainment and relaxation (44 percent). 8 out of 10 Romanians use the living room as a sleeping room as well.
As regards the products prices in the new catalogue, Violeta Nenita, manager IKEA Baneasa store claims that they were kept at the same level of the 2017 IKEA catalogue or are even slightly cheaper.
Last year, IKEA Romania registered a turnover of RON 556 million and a net profit of RON 28.13 million, according to Ministry of Finance data.