Swedish furniture retailer IKEA is lowering prices in Thailand and expanding into new business services after a year of sluggish sales.
Leonie Hoskin, retail manager of IKEA Thailand and Vietnam, said sales in fiscal 2025 rose by just 1%, weighed down by high household debt and political uncertainty. For fiscal 2026, IKEA is targeting 6% growth, supported by significant investment in price cuts.
The “Everyday More Value” campaign reduces prices by 20–25% on 2,500 products, nearly double the number of items discounted last year. The reductions will last the entire year, with everyday products priced from 19 to 200 baht.
“This year’s reductions are deeper than in previous years, ensuring that everyone can access quality, well-designed products at affordable prices,” says Ms Hoskin.
At the same time, IKEA has launched “IKEA for Business”, a service providing design, furniture solutions and after-sales support for hotels, offices, developers, restaurants and cafés. The business-to-business segment is expected to generate 170 million baht in sales this year, up from 137 million last year, with a long-term goal of 300 million baht annually.
IKEA also continues to expand its store network. A sixth Thai outlet is planned for the Northeast in July 2026, following the compact “Life Xpress” model first introduced in Chiang Mai. With an investment of 30 million baht, the 750-square-metre store will offer more than 300 curated products and a Swedish Bites café.
IKEA currently operates five stores in Thailand, located in Bang Na, Bang Yai, Phuket, Phrom Phong and Chiang Mai.
Source: Bangkok Post
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