The INSANE Truth About IKEA

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The INSANE Truth About IKEA
How IKEA Brainwashes You
How IKEA Manipulates You
How IKEA Brainwashed Everyone
How IKEA Tricks You
The Wild Truth About IKEA
IKEA Business Documentary (mini business movie) - How did IKEA start? How IKEA become so successful? What is the IKEA effect and the weird psychology behind IKEA's success? What's the deal with IKEA's weird corporate structure to save on taxes?
When an innocent customer walks into IKEA, what they’re really walking into… is a powerful psychological trap meticulously designed to make them overspend on furniture. IKEA is one of the world’s strangest, but also most innovative companies. And every year, IKEA sells more than $50 billion worth of everything from chairs, to bookcases, to Swedish meatballs. Today, IKEA is the largest furniture retailer in the world, and oddly also among the world’s 50 largest restaurant chains. But it all started with a dyslexic farm boy who started selling matches for pennies. IKEA has a remarkably uplifting story, and there’s tons of genius business strategies along the way. But, there is also a darker side to IKEA - and the man who started it (Ingvar Kamprad). IKEA’s beloved founder has ties to the Nazi party, and the company has been accused of avoiding billions in taxes, and even using forced labor. And quite suspiciously, IKEA is essentially the 4th largest charity in the world (Stichting INGKA Foundation). This is the crazy true success story of IKEA & billionaire Ingvar Kamprad. And it begins, with a horrible tragedy... I hope you enjoy this journey through IKEA's INSANE history, brought to you by MagnatesMedia.
⌛ Chapters:
00:00 Prologue (The IKEA Story)
01:09 Chapter 1: A Tragic Beginning
06:07 Chapter 2: Changing The Game
12:11 Chapter 3: The Swedish Furniture Wars
15:54 Chapter 4: The IKEA Effect
17:58 How I Make Videos For MagnatesMedia
19:00 Chapter 5: An Empire By Design
23:39 Chapter 6: Tax Troubles
25:30 Save Money On Every Delivery You Send
26:33 Chapter 7: The Ghost of The Past
DISCLAIMER: I'm not a journalist and this video was made using publicly available research. I am not a financial advisor and this is not financial advice. I may receive a commission on affiliate links used. All content is used within the parameters of fair use. Please view MagnatesMedia's About page to contact me.
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[@MagnatesMedia]

Hey legends. For those asking about my KZbin course: I’m sorry, I know the timeline for this has been crazy. 😅 I’ll be explaining everything in a few weeks, but I’ve been working hard on it and I promise we are finally close. If you’re interested, join the waitlist: magnatesmedia.com/ Anyway, IKEA is a really interesting (and unusual) business so I hope you enjoy the story. As always, a huge thank you for all your support. You guys are the best. 🙏 🎞 Stock footage & music from Storyblocks: www.storyblocks.com/magnates 🖥 Video editing software used: magnates.media/editing

[@Sp33dyFN]

ok

[@lord_shortz_gaming]

Oh thx

[@JohnManley-no1kp]

I love your vids!!!

[@Lexbily]

I KNEW IKEA WAAS BAD 😂LOL

[@Eggzrgoood]

I met the ikea founder when I was younger, apparently I had taken a flight with my mom and he was in the economy seat next to her. I was too young to remember anything but she has a single photo of the guy in the background taking his luggage out of the ceiling.

[@zed9673]

A few years ago I got an private tour of the first IKEA and the IKEA headquarters in Älmhult, Sweden, when i was there I was taught the history of IKEA from an senior furniture designer, and well, this video is probably the closest description of how he described it, good job! You earned yourself an meatball eating Swedish subscriber!

[@ShotByKjay]

All the business stayed the same," buy cheap goods and resell at higher price"

[@OilBaron100]

Can the public tour the facility?

[@yeetboi268]

@@ShotByKjay what you mean all business, KZbin isnt like that

[@tondekoddar7837]

@@yeetboi268 oh no. no, no. no

[@maarten.dejong]

Legally speaking, the HQ of Sweden is divided between the Netherlands and Luxembourg. Sweden, unfortunately, has nothing to do with IKEA... legally speaking. Historically, yes. Financially, no... And, legally, certainly not. Älmhult, Sweden, is pure marketing.

[@tjehsus4131]

When I'm watching these kinds of videos,as a video editor, I always try to observe each and every single one editing trick you are using, then realising how much time these kinds of videos take to make, not only the immersive and well thought out editing, but also the research, the script. Well done, keep making these documentaries, will always be happy to watch them!

[@Mediterranean81]

lol same

[@lord_shortz_gaming]

same lol

[@hassanakram2263]

me always

[@hassanakram2263]

If you want, you can also show me one of your projects

[@lesedihlabirwalekgoro1942]

Lol same here

[@Angelinka9]

I once interviewed for Ikea. It was not your regular job interview. It was much more fun. We formed teams and had to build an Ikea display from cardboard and then present it. At the end of it we all got free icecream 😂 Even though I didn’t get the job, I didn’t have any bad feelings for the company thanks to the icecream and thanks to how fun it was to interview for them in contrast to all the other interviews that I was going to at the time.

[@Luming-di9rf]

ice cream

[@eugenetswong]

That sounds more reasonable. Offering some kind of reward, and fun, is a great way to go.

[@marcdc6809]

I heard this joke once: job interview at other furniture dealer: do sit down... interview at ikea: here's an Allen key, make yourself a chair, then sit down...

[@AldrinorTalnier]

I worked for IKEA for about a year, under IFS (Ikea Food Services - Restaurant, Bistro, and Swedish Food Market), I learned that when they have executives or head training teams around the world to train new stores/inspect stores, they all fly economy. Because everyone is equal.

[@skvlldnb9487]

@@AldrinorTalnier Hej! I work for IKEA, and that is true (IKEA Portugal) :)

[@Pavidota]

I grew up in the tiny city with like 8000 inhabitants where the first IKEA was made (Älmhult) and the day Ingvar died was the weirdest day ever, felt like the king of Sweden had died or something

[@castorchua]

He wasn't King there? It's gotta be the chef then

[@patricklindahl868]

One reason he became so rich is that he owned a subsidiary company, Ikea Design, which owned all the design rights and that company received 3% of the sales price which went straight into his pocket. If you look closely on the name tag there's always this name on the tag.

[@righttime3346]

Please can you elaborate. Thanks

[@ricksmith3045]

That sounds like a smart thing to do.

[@brokenrecord3523]

I worked for a family owned company that contracted or leased everything they had from other companies also owned by them. My dept paid $2000/square foot/month rent to their real estate company and it made my $20M profits unprofitable. One of their many tricks to keep from paying taxes.

[@righttime3346]

@@brokenrecord3523 thanks.

[@sysghost]

Expensive vs. Cheap. I hear that many carpenters don't like, or even right out hate IKEA for taking their business. But they also have to realise that many people buying furniture from IKEA aren't their likely customers anyway. I see myself here. I need a new desk, but I can't afford a €3000 desk. Not with my salary. When I look around I can find some sub €3000 desks from independent carpenters, but they're not that cheap. I then look at IKEA and immediately find a desk that suits my needs for around €200. I wonder... are there any carpenters out there taking on this price? Ah, I hear the crows yelling "Quality over price". Here's the kicker: That IKEA desk for €200 is good enough quality for my needs. I'm not putting a zoo and a circus on it. Just a few computer accessories. I don't *need* it to be of solid rare wood. I don't *need* it to be covered by ultrium-hard ceramic paint. I'm not a carpenter's customer. I'm an IKEA customer. They're not the same.

[@vaderladyl]

Everyone's wish is to find carpenter's quality at IKEA prices.

[@Nclk619]

I have ikea furniture for 25 years and will,probably last another 25. This piece of furniture endured 5 moving companies. 😂

[@TarTw45]

Two of my very first IKEA furniture pieces were a KIVIK sofa and a POANG armchair. I bought them when IKEA first opened a store in Thailand in 2011. Not surprisingly, they still look good even though my kids have been jumping on them pretty much every day for the past 5 years. Yes, I'm an IKEA customer too, lol.

[@MuSic-ok7dh]

I might be a third option here. I design and make my own furniture. The desk I'm sitting at was made from pieces of old wardrobe and is custom sized to my needs. Serving me for over 15 years now. I also made a stand/desk for a digital piano. Custom designs are way to go when you have custom needs. Doesn't mean I don't use Ikea products - but most of them are modified or hacked together, often with help of nearby carpenter.

[@marcdc6809]

a colleague of mine wanted to have a made to measure walk in dresser... the professional carpenter told him he should order the ikea pax-combo of his choice and he'd provide a sliding door at the entry and some fine expensive wood trims to integrate it and make it look 'chique'... he asked how much extra it would be if the carpenter would also make the insides from scratch... that was lots of money.

[@JohnnyKnowsWhatYouDid]

I went to ikea to buy candles, and another time to get an ice cream cone. Apparently, their tactic for overspending doesn't work on everyone

[@iodiimelita7999]

But you spent money there

[@JohnnyKnowsWhatYouDid]

@@iodiimelita7999 because the offer was cheaper than the competition

[@eggizgud]

Because I didn't have money

[@JohnnyKnowsWhatYouDid]

@@eggizgud unfortunately that's mainly due to governments not implementing universal basic income. That's income that gives every person and family the basic $ for shelter and food, which is non taxable. This way even if someone works part time, they will still have some money. Most people would feel more motivated to work, while receiving the extra $ every month, because it would increase their quality of life. Some people will of course be lazy, but that doesn't mean they won't be productive in some other ways within society.

[@MargaritaMagdalena]

Same here, I bought a few things that I needed and nothing more there a few years ago. No advertisement trick will work on a person who knows what they want.

[@alexandergaus493]

Well- my wife and I once went to imea to "look and eat some meat balls" and went home with a credit of almost 5k and furniture and other stuff for almost the whole appartement. Nothing we didn't need anyway but that day we juuuust wanted to look.

[@bailey125]

Don't spend money you don't have

[@alexandergaus493]

@@bailey125 We had that money. It just was cheaper to buy on credit then to get that money from the savings account. Today we don't have that luxury anymore but you are right. That should be kept in mind if you don't need something lifesaving or at least very important.

[@bailey125]

@@alexandergaus493 It's a trap that many can easily and unknowingly fall into. I appreciate your response👍

[@alexandergaus493]

​@@bailey125 That's true. When I just was 18 I made that Mistake and had to pay for it till I was somewhere around 30 years old. You absolutely are right with not spending what you don't have.

[@tsino2966]

Ikea makes you "overspend" on furniture for sure but they have options that are of cheaper quality but you can actually afford them. We can't buy furniture the way our parents and grandparents did anymore, value for money with quality materials doesn't exist anymore. Furniture has an insane premium on prices now.

[@AlexsGoogleAccount]

It's wild. I bought some IKEA furniture and was disappointed that the pieces were thin and made out of that compressed paper material. But then I bought furniture from Amazon and looked at furniture from WalMart and it's all the same. If you want durable furniture made out of actual wood, you can find it at other furniture stores for 5 times the cost of the compressed paper version or more. All of my most durable furniture is used and over a decade old.

[@carlhaeggman2378]

@@AlexsGoogleAccount Do you live in the US? I've heard quite a few people complaining about it over there. I live in Sweden and when I buy from Ikea it's usually made out of pretty decent materials. Although we also have more trees than we know what to do with.

[@AlexsGoogleAccount]

@@carlhaeggman2378 Yes I do. And I don't necessarily have an issue with it. It's still generally a good quality... for its price. But the last couple of items I bought off Amazon for a similar price point have been just as good or better.

[@jebeda]

"Our parents and grandparents" generally could not buy affordable high quality furniture. The "average" piece of furniture built 100 years ago was pretty crappy - talk to a historian. The "old furniture" we see today was the expensive high quality stuff that lasts, and "regular folk" couldn't afford it, all the "regular" stuff is in a landfill by now. Generally speaking, when looking at almost any product from a real historical perspective, saying "they don't make it like they used to" ignores the fact that back then, what they made was either unaffordable by "ordinary folk" or worse than what you generally get today. Or both. My grandmother's wedding dress "only" cost $8, but she says that was a week's wage - so not as inexpensive as it seems.

[@TheNightshadePrince]

That’s not true though because even the “garbage” furniture of that time was made of solid wood. Before the 40s most furniture was made really well and was very expensive but people would save up and buy it, it’s become very hard to save money in this current era.

[@Theycallmesilva]

I’m glad that “ you’re back “ brother. Big love from Mozambique.

[@bernardobila4336]

Comékie makwezo

[@jimmiejohnsson2272]

Im from Älmhult where IKEA is considered to be founded (first physical IKEA store) and Ive worked for IKEA in Älmhult as well. I did learn some new stuff about IKEA so good work on the research! Would be interesting though to hear a bit more about recent stuff, IKEA has made a lot of changes in modern time. It used to be considered a very good employer that treated the employees very well, not so much now. That I would love to hear a deep dive on. Anyway, thanks for a good video :)

[@Wolfsheim23]

The greatest part of IKEA products coming in parts you have to assemble, is the many ways to Hack IKEA items to fully customize using parts. It's like LEGO.

[@stedydubdetroit]

No. The greatest part is that it can be flat packed for easy shipping and moving. That’s why the assembly is good. I’m sure your hacks are… hackey. Did you mean using the plain product as a base and then adding your own style? That’s different than a hack.

[@Wolfsheim23]

@@stedydubdetroit Yea but it's but that is well known and even copied by many products today, but IKEA Hacks is unique to IKEA and you can even go to a store and just buy spare parts in bins for super cheap.

[@marcdc6809]

I recently added a hardwood board to a shoe cabinet in the hallway... now it looks a lot more expensive indeed, I also ended up painting all the ikea items in the living room white, somehow it makes them look better, although it's a lot of work. Anyway it looks better than the melamine lined items.

[@castorchua]

@@marcdc6809 That is exactly what @stedydubdetroit said

[@cardboard952]

Ikea is the embodiment of 'what doesn't kill you makes you stronger'

[@imtiazkhan0987]

I'm a digital artist. I make pfp, banner, logo, thumbnail, overlay, emotes, custom characters and other artwork. And I do these artwork for few bucks. If anyone is interested in making these things, feel free to get in touch.

[@castorchua]

except Nazi party affiliations

[@latonyalee7821]

We have been programed to believe we need expensive stuff when in reality, we don't. There is something really rewarding and refreshing about living a simple life. There's more time for family and actually enjoying your life. I just hate I didn't realize this until I was in my 40's and it has been an amazing shift!

[@Josh-yr7gd]

Has anyone ever gotten lost in an IKEA? I did once, when I tried to take a shortcut and ended up back at the beginning!

[@bigv6724]

I once got lost inside an Ikea store. I'm lucky there's beds and I had some energy bars to help me through my journey.

[@michaelsmith4904]

did the epmloyees get agressive after the store closed?

[@1001-1]

@@michaelsmith4904 база

[@bigv6724]

@michaelsmith4904 I paid for the candy bars and coffee, no worries. Took a minute to figure out how the register works.

[@bigv6724]

@@imtiazkhan0987 duh whut?

[@ronwhite8503]

Through your journey.

[@OmusawoGeraldMassa]

Now this is a true businessman, despite all the challenges, he always bounced back

[@ucan1]

I am leaving this comment here so that after some hours, days, weeks, months or years when someone likes or comment on it, I will be reminded to watch this video again

[@pepperrr_]

WATCH. IT. AGAIN!!!!!

[@17782]

Are seriously

[@17782]

​@@pepperrr_He is jorking like a little duck

[@senzenotl]

WATCH IT AGAINNN :DD

[@mrpengeux]

Meatrider

[@BBCeater]

bro i havent watched your videos in a couple years and I was shocked by how much higher the quality was, keep up the good work bro

[@Cellebrimbor68]

Ingvar seems like the perfect businessman, a real genius, a hard worker and passionate about it It seems like he already almost perfectioned the whole business model before his competitors even changed to this better business model. He was centuries ahead all the time and with the increasing wealth and reputation noone would have even been able to really compete

[@jeffbguarino]

I don't agree. He more than likely made all the right moves at the right times. He of course was not stupid. Just like Elon Mush and other billionaires. They have a lot of energy but they do make the right moves by luck. What you don't hear about are the thousands of businessmen who also work hard but fail. It is the luck of the draw. Just like investing in the stock market. If you buy the right stock today , you will be a billionaire. No one knows which stock that is though. Someone will randomly buy the winning stock and become rich and these are the people you hear about. You don't hear about the failures.

[@dragon_nammi]

​@@jeffbguarino His biggest advantage was that another IKEA did not yet exist. He was also helped along by that post war boost, although so were all furniture retailers.

[@jeffbguarino]

@@dragon_nammi Yes, I agree with that. My father had a successful business. In the 1960's he learned to repair TV's and everyone had a TV about 1960. Then he started renting them out. A black and white TV was about $100 and he charged $10 a month , so each TV was paid off in 10 months. Then color TV's . He expanded and had about 300 customers. Then the government came out with capital gains and sales tax and the accounting was overwhelming. He had a few employees and sold the business in 1972 to another rental company and just concentrated on his job at the railway. The railway was going to fire him for missing too much work , and he missed the work to run his business. This rental business died out about 1980 so the business would never have grown any further. So the conclusion is , no one knows which business will succeed or not. The people that do select the correct business are very very successful but you don't know how many unsuccessful business there are that close down.

[@babs926]

In 1986 I bought from a neighbour who was moving out 5 Billy book cases (mahogany colour, no longer available) which they had purchased in our local Ikea store in Germany. These book cases have since moved house with me a staggering 9 times, including emigrating from Germany to Ireland in 2009. Now that there’s an Ikea store in Dublin (3 hours drive from my home), I might just get some doors for the book cases. In black, since the lovely reddish mahogany colour isn’t available any more. 38 years with me, 9 times moving house, and still going strong and much loved. That’s Ikea quality 😊❤

[@tamiamyourfavoritedragon8890]

So cool! I have a PÖANG chair that has traveled with me from Nuremberg Germany since 2001. 😊

[@qinisosiphesihledubazana2037]

Great work!! Glad you back 🙂 Shout out from South Africa

[@itsosean]

Same❤️

[@iam_kxylee]

Same ❤

[@MeowO_O]

I really want some Simba Chips, but no one importing them in Taiwan. 😢😢

[@AyabongaDuma]

same

[@SunRabbit]

@@MeowO_O I just looked up Simba Chips because I never heard of them and was surprised to learn that Simba is the Swahili word for "lion," which is interesting because Simba is a lion character.

[@productionslwdla]

Get a cup of coffee and get ready to watch

[@Wassgood694]

Here before it blows up

[@DanielBro42]

tea is the way

[@MbitaChizi]

My parents said if I reach 10k, they'd buy me a professional camera for recording... Pls guys Im literally begging you!....🎉

[@AlexanderTheGoodEnough]

​@@MbitaChiziI don't think you're begging hard enough.

[@miami-999]

😅😅😅❤

[@chaose3]

Swedish kid here and I can confirm that we do like our IKEA a lot. I have got a background tour of IKEA in Sweden and this is surprisingly accurate. Love the content man, keep it up I love you.

[@Potent_Techmology]

deforesting Romanian for your shitty 5-10 year furniture is something to be really proud of

[@chaose3]

@@Potent_Techmology take more copium and snort less opium

[@shinnam]

​@@chaose3Okay, do you like the rights your Swedish union helps you get? Then here are some solidarity issues with IKEA. IKEA is more expensive in Asia, and pays their workers about 30% of what a Swedish worker makes.

[@Potent_Techmology]

@@chaose3 sure, as soon as you drop your addy in the chain bud

[@gtvgranberg]

@@Potent_Techmology do ikea control romainian forests?

[@Athena74205]

You don't get it, do you? There is no exit. You are doomed to wander for eternity. To your left, the tables and chairs. To your right, the beds and sofas. You may keep walking or you may stop, but you cannot escape. The forest of metal and cardboard is infinite and every corner you turn looks familiar. Eventually, you go mad and you will start rambling incoherent noises. That's when they get you. They'll record your mumbling and use it to name their new products. This was always the master plan.

[@rickkarrer8370]

I've mastered getting out of IKEAs as fast as possible without impulse buying. Also, if I have a bunch of stuff get, or I'm burning someone there, I like to get there around lunch time, and eat first, then shop. I find that one buys less when full.

[@653j521]

Especially if it is food. :)

[@castorchua]

@@653j521 As opposed to... Joy? Faith? Sperm?

[@TheJumpingJake]

Funny this video pops up, went to ikea on the weekend for breakfast and a bit of shopping, 4 hours later ended up having lunch and leaving with more things than I needed. Very nice, home inspired and friendly shopping every time i go! - Went to trago Mills next, and loved it even more with its massive amount of confusing aliases and wondering what exit you’ll leave. Two every different ideas

[@leonardo899]

I've been to my local IKEA over 40 times, and to this date, I have not bought any item of any sort. The only reason I go to IKEA is to eat. The cafeteria section at IKEA is nice, and cheaper than fast food. I like IKEA because the tables were you eat give you a semi dinning experience while still being cheap.

[@nightthemoon8481]

Do yall have an army of editors? As a video editor it's completely beyond me how you can put out 30+ minute videos on a monthly basis with this production quality

[@Direnaar]

A.I. assistance

[@nightthemoon8481]

@@Direnaar i don't think that helps much, ai can only create images rn, can't really help you with advanced video effects

[@Kuroraka]

@@nightthemoon8481 It actually can. This video is 100% ai. There are tons of ai video editors and video generators out there. There are whole music videos and anime's generated by ai.

[@BongoVibesTV]

Wow, Magnates Media, your video is an absolute masterpiece! Your stunning editing style combined with storytelling is truly inspiring. Watching this has motivated me to start my own KZbin channel. The way you weave visuals and narrative together is an art form. Thank you for sharing your incredible talent with the world!

[@krisstopher8259]

I've lived very close to the first IKEA warehouse in stockholm for over 4 decades (the round guggenheim inspired one) and even tho i've built most of my furniture myself (built in custom solutions) i do have some huge ikea shelf units for my collection and some smaller furniture for storage use. It was fun to visit IKEA in the 80s when i was a kid, and i actually got lost there once, lol. Ingvar is a swedish legend just like ABBA. By the way i've never seen a single video from this channel before, even tho i watch hours of YT videos every day and have been for a decade or so. I've added probably a thousand big YT channels already. It's kinda strange really (yes i know there are tens of thousands of big channels but still)

[@Sweenymee]

Hey! You can't say Ikea is the worst place to find a lost kid. They do have food, water, lingonberry drink and all the beds the kid could want. Of course it's not good that a kid gets lost for 6 days. But at least they are safer than if the kid was lost in the wilderness or something!

[@discordfun1]

Been waiting for a new video bro,..Nice to drop

[@beautifulsmall]

17:35 , the emotional attachment of building it. Same as removing powdered egg from cake mix, so you have to add one and it gives you greater pleasure .

[@653j521]

Same principle. Never worked for me.... My bed gives me joy because it was delivered, unwrapped, wrapping removed from my home, set up, checked, and I stood there with a big smile reveling in the luxury of not doing it myself. :)

[@NoahSpenceVlogs]

I get BEYOND excited to see a new video posted to this account because I already know the motion graphics and editing will be TOP TIER! Thank you for always producing excellence, and inspiring me to be a better video editor!

[@Milosz_Ostrow]

The last time I visited Ikea, I walked out with my hands empty and just as much money in my wallet as when I entered. Their psychological trap didn't work so well.

[@lostintranslation57]

Same. It honestly just felt confusing and annoying

[@mityaboy4639]

Well, did not work on you, but works on millions of people around the world. I guess they can afford it for you to be immune to their tricks. [mind you this is very very similar to an argument used in lots of cases: "if there is snow in my hand, global warming is a hoax" "if i did not die from x-y-z, then x-y-z is safe" ... (for the record; i am not accusing you with either of this, just pointing out similarties)] I think these tricks would fail on _everyone_ if they would be going to any store with a "single item" (or a specific few items) in mind. If you go to the store to buy a Hucklebicklebwarf chest of drawers and they don't have _That_ or anything which matches the color and size you wanted, then you will not buy anything. before that : you are focusing on getting to your destination of chest of drawers... after that you storm out because you are disappointed. But if you go in to 'get some ideas' or in case you were successful in your purchase, you might end up buying some decoration or drawer liners / separators... and heck, throw in a new lamp to put something on top :) What i like about IKEA's tricks is that they are in a way still a positive experience, after you come home with more than you wanted, you rarely regret buying them and they end up being used or utilized and not just sitting in your closet collecting dust (unless of course you bought the Frufterburbenga closet dust collector..) [of course excluding the toy section which always makes me itch about what my kids want to pick up :D - well.. if I bring my kids that is :D ]

[@sts6055]

I have two IKEAs nearby. I was there every week. I didn't buy anything there. We had a cup of coffee or ate. If you don't have any plans and don't know what you really want, you shop there often. If you are picky, you rarely shop there regardless of budget. I have IKEA stuff at home but only when it suits my plan, so it's not often.

[@Marchant2]

I'm glad there's others. I left angry from the experience and the unbelievably chaotic crowd.

[@stedydubdetroit]

lol… okay you win! I’m sure your bachelor pad still looks just as gross as it did before 🤪

[@nerdy8644]

Ingvar kamprad was a legend. We will never forget you. RIP

[@thechima]

They way you do your due diligence in every video is the reason I have watched all of your videos twice over and always expecting a new one.

[@ryanmccabe6430]

I once again want to reiterate my love for your videos. Thank you so much for the great content. I always look forward to another video. Keep up the great work❤

[@k4ruchi]

IKEA employee here, from that big hunk of a store in the outskirts of Stockholm (which is four floors now, by the way!). Gotta say I really enjoyed this video, and you did a great job with its story. It more or less checks every box of what I've heard from colleagues since I first started working here. IKEA will definitely outlast its founder's legacy, and hopefully be getting only better along the way.

[@dragon_nammi]

A few days ago, I heard IKEA was not going to raise prices despite "inflation" being an issue in other sectors (looking at you, mega grocery stores..) I find this very impressive, wouldn't expect it from a seemingly typical mega corporation.

[@iodiimelita7999]

Ikea is creepy , I hate it , and conneted with illegal clear Cuts

[@ashleighcrichton8096]

I really like the Ikea-experience with attractions such as sustainability infotainments, unlimited drink refills and cheap buffet-like restaurants. I'm also a fan of simple/minimalist but practical/effective designs.

[@alexspringer1149]

Love your videos! Watched them all, I click as soon as they come out

[@dallasgrful]

🎉🎉 love seeing a new Magnates upload!

[@zxl7204]

I absolutely love these videos and how well researched they are!

[@rkirby7183]

Nobody makes you go there. If you don't like it, don't go there. This is constant insinuation that their marketing should be regulated by bureaucrats. Just what we need, more commissars!

[@653j521]

What part of the video says that?

[@imtiazkhan0987]

I'm a digital artist. I make pfp, banner, logo, thumbnail, overlay, emotes, custom characters and other artwork. And I do these artwork for few bucks. If anyone is interested in making these things, feel free to get in touch.

[@theinspiredclass1193]

I'm learning a lot from you John. You keep on inspiring to follow my dream of doing youtube. I'm still figuring it out but whenever I want to give up watching your videos keep inspiring to go on. ❤

[@akirhamza]

The Nordic names that IKEA selects for its furniture may puzzle some, but there's a special system that the company uses. Each category of products is named after certain things. For example, beds share the names of areas in Norway, sofas are named for towns in Sweden, rugs are mainly named after places in Denmark or Sweden, and fabrics and curtains have female names.

[@julzmusic8708]

I absolutely love listening to your content (as if it’s a podcast - as I drive to work) then coming home and showing it to mum, then following that, showing it to my partner. Technically you always get 3-7 views from me showing it to multiple people. I do this as much as I can with all of your videos :)

[@anthonystanley7147]

FINALLY A NEW VIDEO!!! I HAVE BEEN REWATCHING VIDEOS ALL MONTH🤣🤣

[@erikaarnold4780]

Love this video! I wasn’t planning on watching the whole thing, but you got met hooked! The quality, the info, the history….you are talented, man!

[@webrief9120]

You are my most favorite channel on KZbin. No matter how long your videos are, I cannot stop my eyes watching it complete. Grow more!

[@Aka-ut1gf]

This is one of the most entertaining and educational channels out there. I love it.

[@LatitudeSky]

At least in my part of the world, each Ikea is said to be an independent franchise rather than corporate owned. They say this is why prices may vary but it likely reduces taxes somehow.

[@davebowman6497]

From the companies point of view, the big thing with franchising is minimizing risk, waste/slack and keeping their own organization small(er). Eg not having own employees at all the sites contributes to those goals. Do the franchizing deal, then leave all hiring, paying, firing etc, and possibly defaulting to someone else.

[@tanalson]

The first day IKEA entered into singapore market, i fell in love with their concept. It was huge, walking through it is like a maze, there was a huge restaurant(food was amazing) huge selections of small affordable items that you might want to buy. They do have some food that you might want to buy(their baguette was cheap and good) or their signature meatballs. The way they design it, you will end up spending money(even when you don't intend to spend money before you enter). I always end up spending money and one could really spend the whole day at their store(and you would want to revisit ikea again).

[@celtekrider2]

It's amazing what you have done with this channel. I think I was somewhere around your 3000 subscriber. I knew your channel was going to be as big as it is! Your documentaries are addictive 😅

[@gustavnilsson7125]

A nice story about Ingvar that i heard from my old boss at a carpentryshop, My boss's old mentor who also had a carpentry shop, in Älmhult (where Ingvar came from), and Ingvar would come by every day or so and ask if he could go through the pile of off-cuts and scrap lumber. Which he could of course, and this for free. Thing about Älmhult was at the time it was packet with carpenters and carpentry shop, lumber mills, so Ingvar would go round the area and ask for free scrap material from everybody.

[@sperotheg]

Always excited when see the magnates media notification

[@jpt3640]

I like ikea because of the no frills. At othe furniture stores i always feel cheated. I like to abuse their products to build something else. In recent years this has become increasingly difficult because furniture isn't made from solid materials any more but empty air instead. Let's see where this is gonna take us, me and Ikea

[@Motionmedianow]

You inspired me to start doing documentaries.❤️❤️ You are my inspiration and mentor thank you magnates media. Hope i learn more from your vids from the stories to the editing itself

[@Deb.-.]

I was actually at Ikea today, no I did not buy furniture but looked at it and thought there is no way I can possibly justify getting rid of my 30yr old solid pine wood bedroom furniture for the cheap looking Ikea items, it just is not quality and has that really cheap look about it. However I did buy quite a nice set of 6 glasses which are needed.

[@zipsi]

The map at 30:15 is out of date by 10+ years, like all three of the Baltic countries have received a physical Ikea store between 2013-2022 and there are many others missing on the map as well.

[@pramodtammineni]

Great Content and well made mate ❤ Who wouldn’t love this quality of education for free

[@thegentlemanbuilder1218]

I started watching your videos a fee days ago and have been addicted ever since! Amazing to see a new one release 😄

[@R0ckMum]

I read somewhere that the reason Ingvar was so successful was that he owned everything in every IKEA store and owned all the stores, so the company never paid rent, or paid for supplies after they were sold just as many other big box stores do, and many supermarkets. So when items were sold 100% of the price paid by customers is profit, which is ploughed back into the business. Other big stores such as Tesco and Sainsbury's tried to expand into the big box market but they paid suppliers late and got in trouble with bad publicity and very small profits after everything was paid off. Their brand names were sold to holding companies, IKEA is still owned by his heirs, and they own every item and all their stores.

[@lf1980]

100%? You mean after wages, and electricity and usual business expenses. So no...not 100% lol Wages are a huge part of a businesses expenses. Staff in store and the back end, the entire distribution chain etc etc etc

[@nerdy8644]

RIP ingvar Kamprad. You will be missed

[@manoz6194]

Had the pleasure of meeting him when he visited the store I used to work at!

[@billdoolinofficial]

I always love the magnetsmedia stories. Im gaining knowledge 💪😏 and your storytelling is amazing. Keep up. Thank you

[@curious_cripple]

Always enjoyed this style of content on youtube!

[@scpyunghenrik7683]

That’s my grandpa’s best friend he died few years ago. I still have the picture he visited our house here in Sweden 😁

[@joshm3342]

My approach to Ikea is simple: I don't shop there. I did go a few times in the 1990's, and bought only the items I went for.

[@bernardchandler5386]

In the ’70s, I worked for Sears for half a decade and my home looked like a Sears showroom, from car repairs to Levies to my first VCR. Now that has all changed. Now it looks like an IKEA showroom from rooms of bookcases to other furniture. If it is utilitarian and under 25 dollars it is here. Even my cats eat from IKEA child plates. I am old and only go to the gas station and IKEA. That is my vacation spot. And I Plan to impulse buy on purpose after eating there. Excellent presentation. I knew the information but it was well presented.

[@tpw7250]

Your editing is next level. Great work John!

[@michaelsmith4904]

i hate when i get trapped in the endless halls of IKEA and it's night time and the employees keep chasing me, saying "excuse me, the store is now closed..."

[@marcdc6809]

I was thinking, mister Ingvar noticed people went home over lunchtime, so he had a restaurant built, then he was frustrated that people would go home at night, so he had lots of beds put up on display...

[@NobodyInTraining]

This was maybe your most beautiful video yet

[@hamzasherasmat6593]

I will definitely watch this documentary on the weekend. I love your videos, keep them up, nobody is disappointed

[@NastyBohoCraft]

Its so nice to see who yout videos constantly getting better! Respect the process!

[@69Phuket]

Doesn't disguise the fact that MDF is a fume ridden, unsustainable material and self assembly is a pain in the ass!

[@marcdc6809]

ouch, if it hurts there you might be doing it wrong :)

[@gg1ad435]

Literally the best channel on KZbin right now 💯💯💯

[@nadjafelton1894]

What I really appreciate about the new sectional I’m going to buy once my condo is done: it comes in small parts so I can fit it through the front door, and I can wash or replace the covers as needed. That makes that piece of furniture last a lot longer than most similar priced items from Wayfair, Amazon, or other furniture stores.

[@andersgrassman6583]

That's actually very Swedish design ideology. It's much more oriented towards function, rather than just looks. And if you think about function, that will lead your thoughts to some other aspects, like covers beeing removable and washable. Though IKEA of course also thinks of looks, but their goal is not to be at the forefront of furniture design trends. If a trend actually persists, they will join in after a few years, when more people apreciate that. (Out of an interview, not something I made up.)

[@chelin7023]

I loved IKEA’S innovation and design before I watch this video. Now, I am amazed on the perseverance of the founder and his commitment to his customers to deliver quality for a lower price. That letter to his employees explaining how the Nazi issue came to his life and apologizing for it … who does that? He CARED! This is a beautiful story of a remarkable man! Thank you for sharing it! ❤

[@RRSilverBullet]

Plus Costco, just like Ikea, is just full of genius

[@Steamrick]

Is there such a thing as a megacorp that doesn't have a basement full of skeletons?

[@653j521]

What skeletons do the rest of us have when we pretend to have "nothing to hide?"

[@castorchua]

Not basement, refreshing showers so you can get clean after that long train trip

[@AnzFN]

Love the effort you put into these videos.

[@movebeautifullywithhilda]

This is very very good content , information n editing 😊 love it ❤ many thumbs 👍 up for the great work

[@sebastianhutton3176]

“Despite his house, family, 450 acres of property, he had nothing” bruh wtf😂

[@brodriguez11000]

Redefining poor.

[@swedishmeatball4382]

They lived in Småland, where the farmland is anything but prosperous. It is called "Stenriket"; The Country of Stone,because the land is so difficult to farm and yield so little in return. Småland was the primary emigrant county due to how hard it was to make a living there, so 450 acres ues, but it was probably a quite subpar plot of land requiring lots of work to support a growing family.

[@elias_creates]

You missed the part where the dad ended him self because he couldn't pay the debts eh ?

[@sebastianhutton3176]

@@elias_creates, nah. I’m highlighting the part where he has significantly more than most. And only paid Pennies on the dollar compared to today’s market. Countless people have lost family. I haven’t seen my parents since I was 4…. Idk about you but I don’t have 450 acres

[@elias_creates]

@@sebastianhutton3176 sorry to hear that, but I'm not referring to losing family, I'm referring to being unable to pay the bills because of a lack of funds

[@triadwarfare]

I miss the days that you had to present actual evidence to accuse somone of being a Nazi

[@DoShiAcademy]

*love seeing a new Magnates upload!*

[@masterofgame6847]

Not so long ago I was onde of the first subscribers of this channel, leaving a comment congratulating you about the quality of your videos and saying you deserved much more exposure and subscribers. And here we are now, with almost 1,5 million subscribers and still growing! You deserve it 👏

[@brandodooferman9378]

Fun fact with the flat pack furniture it weighs a boat load while truck regularily near gvw even though the trailer was only half full in volume

[@x77punk77x]

My dad made simple but economical and effective pine bookshelves at his college wood shop in the 1960s. I did much the same when I made a simple CD shelf in the 1990s for my ridiculously large music collection. Mass production incentivizes people not to learn even basic skills - e.g. beginner carpentry or hand or machine sewing. You arguably also have a more superficial relationship with a cheap mass-produced good, even if there’s “some assembly required.”

[@mirceagiurca2035]

What a great video and story! Ingvar is definitely one of a kind, unbelievable how he managed to grow it to such heights during his lifetime. One of the very few channels on KZbin that genuinely bring great value, keep it up!

[@krypton9984]

Really well written and well presented video - loved it. Nice one mate.

[@CountHasting]

The IKEA shopping carts are real fun to drift around.

[@sandyhumissouri5131]

Crazy wheels! Yeah!

[@number1dastickfan948]

I like that I am sitting on an ikea chair and using an ikea desk while watching this video

[@marcdc6809]

I'm actually sitting in a 25 year old Poang chair, still happy with it.

[@user-uh9ro6ln1j]

You know how to tell a story. Very educative and entertaining at the same time. Kudos to you...

[@VWonder737]

I LOVE your videos. Keep up the great work.

[@LASTSTOPROOFINGANDHOMEREPAIR]

17:15 “IKEA effect” not sure how much I trust a paper from Dan Ariely in light of recent events. “Participants saw their amateurish creations… as similar in value to the creations of experts, and expected others to share their opinions” 🤔 was this study able to be replicated I wonder?

[@natassiatavares4568]

Here I was thinking that the strategy of making the consumer spend more hours interacting with your product started with social media. Nope.

[@nancycowell-miller4321]

Another fantastc production. And I learned what the letters IKEA stand for! 😂 But seriously, thank you for sharing this well-researched - and interesting - story!

[@dukeofhoagies]

Watching this on a GALANT Ikea desk. I wish they still made the big ones without the rounded corners and still sold T-legs.