Jesper Brodin expects the shift in online shopping to continue
all over the world as the biggest furniture retailer, the most successful Swedish brand—and the cause of family quarrels over the assembly ofwardrobes. It has so far never made a name for itself as a place of worship. But on May 24th the car park of anshop in Wetzlar, a city in Germany, welcomed hundreds of Muslims for a Sunday prayer to mark the end of Ramadan, against the backdrop of the blue-and-yellow storefront. It was a nice gesture in times of social distancing.needed a lift.
Another important pick-me-up is that shoppers have returned in force, starting in China. Having entered lockdown before the rest of the world, Chinese consumers also emerged from it earlier—and plenty of them immediately hitshops. Many bought big and expensive items, says Jesper Brodin, chief executive of Ingka Group, the parent company that holds and operates mostTo Mr Brodin’s surprise, reopenings in Europe have involved “an effort in crowd control”.
Despite the European crowds, Mr Brodin expects the shift online to continue. Surveys in Europe suggest that consumers will continue to shop online for furniture in greater numbers even once the virus has faded. He is also soldiering on with two other pre-pandemic plans. The first is expansion into city centres. Ingka Centres already owns 45 malls in Europe, China and Russia.
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