Ikea to enter home electronics market
Published: 17 Apr 12 10:44 CET | Print version
Online: http://www.thelocal.se/40306/20120417/
Swedish electronics chains, already battling a sinking market, will be forced to compete on a whole new scale as Swedish furniture giant Ikea launches plans to enter the market with a new range of furniture with built-in electronics.
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According to Ikea, the start will be a range of living room furniture called Uppleva -- a Swedish word which means 'Experience' in English -- designed to house a built-in TV and home cinema system.
“With this integrated audio-visual piece we can offer attractive, wireless and affordable solutions to our many customers. Uppleva is an innovative step into a new market for Ikea,” Öncu said in a statement.
However, according to Jonas Arnberg, a consultant at HUI Research, (formerly the Swedish Retail Institute), Ikea’s new venture was unexpected.
“It is a business where none of the main operators are doing particularly well. What everyone is waiting for is one to disappear and instead another enters the race,” he told TT.
Arnberg does not think that Ikea's foray into home electronics will do as well as the Swedish retailer's venture into the white goods market has done.
“If it is indeed possible that Ikea underestimates something, this might be it. This is an incredibly tough business, “said Arnberg to TT.
Ikea is set to start selling their furniture with built in electronics in five countries in June. The products will then be launched globally in 2013.
TT/Rebecca Martin
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It's really hard to make money in electronics - many companies, but retailers and manufacturers, fail to make money - just look at Dixon's, Best Buy, On Off, Sony, etc. and these companies already have very advanced supply chains. Ikea doesn't bring anything to the table here.
Fail... Just wait a few years and this will go the way of inflatable furniture.
I bought our kitchen appliances though IKEA recently. They are exactly the same models as previously with Whirlpool ect, just the Whirlpool logo taken off the front. Spare parts are still available, and they have 5 year warrantee. I have had no problems.
Just wait until year six on your dishwasher... 2000 kr in so far (new circulation pump, new plastic piece). Of three of my friends with the same whirlpool/Ikea dishwasher, two of them have problems as well - one with the buttons (thin layer of plastic on top breaking) and one with circulation pump problems.
I previously thought Whirlpool was a reasonably good brand, but I have my doubts now... And the replacement pump seems to be total garbage compared to the original - noisier and weighs 75% less.
But at least you can get parts :)
If it is Whirlpool under the hood, at least advertise it somewhere rather than hide it. Whatever people think of the brand, they know that they can get spare parts for it.