The furnishings chain, which will open stores in the state this fall, wanted to be here earlier.
By Mark Albright, Times Staff Writer
Published June 9, 2007
An abbreviation of the owner's name, estate and hometown in Sweden, IKEA has a global cult making pilgrimages to its huge, low-price home furnishing stores. The chain, which has 255 stores in 34 countries, arrives in Florida this year with stores opening in Broward County in September, Orlando in November and Tampa in 2009. Pernille (pronounced Pin-yill) Lopez, the 48-year-old president of the company's North American operation was interviewed at a symposium in Orlando sponsored by the University of Florida Center for Retailing Education and Research.
What took you so long to get to Florida?
Lopez: We really wanted to be here a long time because it's among the biggest home furnishing markets in the country. But first we had to get our products right for the American customer, then we had to fill in markets where we have warehouses. Now we have a distribution center that opens this month in Savannah. We see a big market furnishing all the second homes here, too.
What challenges did you face?
It was tough when we first got here in 1985. Our European beds had to be Americanized. Our sofas and coffee tables were too small. But IKEA is all about constant improvement. We never give up. By 1999 we had 13 stores and began expansion to be in every major market with 39 full-size stores by 2009.
Does the assortment change for Florida?
Not initially. Our best sellers in New York are our best sellers in Phoenix. But once we get here our learning process only begins.
Your typical customer spends two hours each shopping trip because the store, about a third larger than the biggest Wal-Mart Supercenter, requires a forced march through all departments. You stock 10, 000 items, more than 10 times your biggest furniture rival. How does this square with today's shopper's interest in speed?
Most customers shop with the whole family, so we make it an experience. We have a full-service restaurant and supervised play area. We want customers to try out products and get inspiration by seeing the breadth of what we have. But we have added shortcuts.
To encourage recycling you charge a nickel for a plastic shopping bag, 99 cents for a durable reusable bag. The profit pays to plant seedlings. What's the reaction?
The mail is half positive, half negative. We presume people who like it don't write, so it's a big success. We did lower the price of the re-usable bag to 59 cents. We'll sell 2-million this summer.
Did the housing slowdown affect sales?
We've been hurt. But we think people will fix up their homes rather than buy new ones.
You grew up in a small town in Denmark, got a degree in journalism, then immigrated to Miami at 23. What happened?
I wanted to be a magazine writer, but didn't want to pay dues that long. So I followed my brother to Fort Lauderdale. It was more adventure than planned. I got a sales job at the old Door Store.
You had an infant and 2-year-old son at home while managing your first store in Pittsburgh. How do you balance family with an around-the-clock job?
My husband (a school administrator) shares responsibilities. But a store manager who works all the time is not a good store manager. You hire good people and delegate.
Mark Albright can be reached at albright@sptimes.com or (727) 893-8252.