Home › Case studies › IKEA
ManagementBusiness Model PivotRetailBeginner1956
IKEA: Flat Pack Furniture Model
The challenge
In 2008, Nykaa founder Falguni Nayar observed that Indian women were buying beauty products mostly from unorganized retail with no authenticity guarantee, limited selection, and poor advice. International brands had limited India presence. The online beauty market barely existed.
The strategy
Nykaa positioned itself as a trusted, curated beauty destination — not just another e-commerce marketplace. They would carry only authentic products, invest in beauty content and education, and build a brand that women trusted for advice, not just transactions.
Want the full story, outcome and quiz?
Read how IKEA executed it, the results, key lessons and test yourself with a quiz. Free on CaseLearn.
Try the full case free →Key lessons (preview)
- Trust and curation create more defensible positions in beauty than price competition.
- Content that educates and inspires drives purchase intent more effectively than promotions.
- Private label development in categories you understand deeply creates high-margin revenue.