![]() ![]() "This seems to be a right play when I read it - it's getting away from the reality that they are a generic furniture company," he said. Plus, Traemand's planning services enable millennial customers to turn the sometimes bland feel of some Ikea furniture to a more custom look, Phibbs told Retail Dive in an interview. Instead, the company is likely angling for millennial consumers who appreciate the Euro design and price points of its furniture but have no patience with the task of putting it together, according to Bob Phibbs, CEO of retail consultancy The Retail Doctor. Indeed, Ikea has been putting more of its resources to that than to upgrading the quality of its furniture, something that had been a priority of former chief executive Peter Agnefjall but hasn't been discussed much since his departure a little over a year ago. But its investments in TaskRabbit and now Traemand indicate that the Swedish furniture retailer has come to see that as a pain point for customers that must be eased. The difficulty of assembling Ikea furniture was scathingly mocked in the movie "Deadpool," and Ikea proved to have a sense of humor about it. ![]()
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