Carla Klumpenaar, GM – Marketing and Communications, Al-Futtaim IKEA UAE
For years, IKEA’s positioning in the Middle East has been built on accessibility – well-designed furniture at prices that opened up design to the many. That promise remains, but as consumer expectations evolve, the brand is broadening its definition of value.
“Value is built into quality, not traded for it,” shares Carla Klumpenaar, GM Marketing and Communications for IKEA across the UAE, Qatar, Egypt and Oman with Campaign Middle East. She sees a clear shift in regional demand, with customers moving away from fast trends towards pieces
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