Ikea blamed for overstimulating demand at new store

by Daniel Farey-Jones,, Brand Republic 11-Feb-05, 12:30

LONDON – Ikea marketers are in the spotlight in the wake of the violent riot that marked the opening of the new Edmonton branch on Wednesday, with the store's £45 leather sofa promotion taking the blame for attracting three times the number of customers than was expected.

A stampede occurred as 6,000 people tried to enter the store at the midnight opening, with fights breaking out inside, leading to six people being admitted to hospital. A stabbing, which was initially linked to the Ikea incident, is now believed to be part of an unconnected gang problem.

David Lammy, Labour MP for Tottenham and Parliamentary under secretary at the Department for Constitutional Affairs, slammed the store's marketing tactics for creating too much demand among the area's hard-up inhabitants and intends to question Ikea's chief executive about the company's planning.

"If you went down to Tottenham and Seven Sisters, you will see countless posters advertising this and there was a leaflet drop too. It was clear to me that countless people would descend on the store," Lammy said.

The advertising promoted offers including a leather sofa reduced from £375 to £45.

A TV, print and radio campaign specifically for the Edmonton store, which is the biggest in England, began on Feburary 4. Ironically, it features spoof designer Van den Puup protesting against the opening of the store by chaining himself to the gates. But he chains himself to the wrong gate and customers are easily able to get into the store.

Ikea's spokeswoman was not able to talk about the specifics of the marketing campaign at the time of publication.

Ikea is now reviewing its store opening policy. John Olie, Ikea's deputy country manager for the UK, said: "We are really, really sorry. I've been involved with all our other 12 store openings in the UK, when we have had similar offers, and we have only ever had about 2,000 people turning up."

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