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NewslettersCEO Daily

IKEA’s price cuts honor its promise of ‘democratic design,’ says CEO Jesper Brodin

By
Peter Vanham
Peter Vanham
and
Nicholas Gordon
Nicholas Gordon
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By
Peter Vanham
Peter Vanham
and
Nicholas Gordon
Nicholas Gordon
Down Arrow Button Icon
October 13, 2023, 6:00 AM ET
IKEA cut prices on hundreds of products yesterday, reversing earlier price increases starting in 2021.
IKEA cut prices on hundreds of products yesterday, reversing earlier price increases starting in 2021.Stefan Wermuth—Bloomberg via Getty Images

Good morning. Peter Vanham here in Geneva, filling in for Alan. 

Inflation keeps hovering around 3.7% in the U.S., meaning there’s still a way to go until we reach price stability. But one retailer is determined to do its bit to bring prices down: IKEA, the Swedish furniture maker, lowered prices on hundreds of its products, the company announced yesterday. The price drops follow price increases since 2021, which resulted from supply chain hiccups and supply scarcity.  

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I met the CEO of the company, Jesper Brodin, earlier this week in Malmö, Sweden, and discussed a wide array of topics with him. He reminded me, among other things, that price drops are a crucial aspect of the retailer’s long-term promise to uphold “democratic design.” Breaking that promise would imperil the company’s relationship with its customers, even if it led to higher revenues and profits in the short term. 

Here’s what else we talked about, in an interview for Coins2Day’s upcoming China 500 conference in Shanghai, China: 

On generative AI: 

“We are taking a crash course for some 400 leaders […] where we learn: What is AI, what does it mean for us, and how do you bring it to your own leadership. This is something I recommend. We need to educate ourselves.”

On the West’s “de-coupling” from China: 

“It’s troublesome, for us and for everybody. Trade barriers means bureaucracy. In the end, it means more costs for customers.”

“In the past, the notion was that governments are slow, companies are fast. In my world, it’s the opposite. Change, unfortunately, has been quick in governments […], whereas you invest like we do, heavy assets, shopping centers, stores, factories, jobs. You don’t switch that and de-risk one year to another.”

“There is no middle way here, as I see it. Either you’re in China, you’re committed to being part of society, then you have to take some good years and some bad years from time to time. But as an international brand, before you ask, ‘Am I being treated fairly and equally on this market?’ You should actually ask yourself, ‘Are we contributing to society, or are we only here to gain capital?’”

On sustainability: 

“I’m absolutely an optimist on energy. It’s more or less a tick in the box in the IKEA value chain. In absolute terms […] we’ve grown [revenue] since [the signing of the Paris accords] by 24%. Absolute carbon emissions [are] down by almost 14%. By addressing sustainable consumption, and re-engineering the value chains, energy, mobility, circular material, we will be able to go to 50% by 2030.”

More news below.

Peter Vanham
[email protected]
@petervanham

TOP NEWS

OpenAI’s rapid ascent

The developer behind ChatGPT is earning $1.3 billion in revenue, calculated at an annualized rate, OpenAI CEO Sam Altman told employees this week. Last year, the developer generated $28 million in sales. OpenAI, which makes most of its money from subscriptions to its AI chatbots, is reportedly now exploring a new consumer device with iPhone designer Jony Ive and Softbank CEO Masayoshi Son. The Information

Hong Kong shopping

The city of Hong Kong is losing its appeal as a high-end shopping destination for millions of Chinese tourists, threatening the city’s recovery from years of pandemic-era isolation. Visitors are instead looking for experiences, flocking to sites popular on Chinese social media platforms such as the Instagram-like Xiaohongshu. Chinese travel is recovering slowly amid a sluggish economy, with domestic travel during the popular Golden Week holiday measuring just 4% above pre-COVID 2019 levels. Bloomberg

Birkenstock drops

Shares in sandalmaker Birkenstock dropped 13% in their first day of trading, following a debut on the New York Stock Exchange that valued the company at $8.6 billion. It’s the worst first-day performance for a company worth over $1 billion in two years. Analysts think the company may have been the victim of bad timing, coming right after weak results from French luxury giant LVMH. Coins2Day 

AROUND THE WATERCOOLER

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Inside the meeting where Caroline Ellison came clean to Alameda staff, per a secret recording from an employee who started 3 days earlier by Ben Weiss

Gen Z wants to retire early, but they’re finding that the cards are stacked against them by Chloe Berger

‘Enough is enough’: Redfin is so furious about the bombshell NAR sexual harassment report it’s ordering thousands of Realtors to ditch the industry group by Alena Botros

RSA CEO: ‘AI will replace humans in cybersecurity. Our new job will be to protect it’ by Rohit Ghai

The inflation report just wasn’t very dramatic. Cue a range of wildly varying takes on Wall Street by Will Daniel

This edition of CEO Daily was curated by Nicholas Gordon. 

This is the web version of CEO Daily, a newsletter of must-read insights from Coins2Day CEO Alan Murray. Sign up to get it delivered free to your inbox.

About the Authors
By Peter VanhamEditorial Director, Leadership
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Peter Vanham is editorial director, leadership, at Coins2Day.

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Nicholas Gordon
By Nicholas GordonAsia Editor
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Nicholas Gordon is an Asia editor based in Hong Kong, where he helps to drive Coins2Day’s coverage of Asian business and economics news.

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