Since last Tuesday, September 1st, Ikea has lowered the prices of hundreds of products on the Italian market by an average of 22%, within a European intervention worth 1.2 billion euros. This means that, to date, a Kallax model (the shelf that has furnished living rooms and bedrooms across half of Italy for almost thirty years) will cost up to 29% less.
A 1.2 billion plan on a European scale
The main retailer of the Swedish brand, Ingka Group, is promoting it, together with the other Ikea franchisees and Inter Ikea Group, as the group explains in the official press release dated September 1st. The figure covers the entire European area, where the reductions fluctuate between 15% and 25% depending on the country: in Germany they affect over 1,500 products with an average drop of 20% (the Bestå TV cabinet drops by 27%), in the United Kingdom they affect hundreds of items, including the Billy bookcase, reduced by 28%. Italy is among the most involved markets, with an average cut of 22% which in some cases reaches almost 30%.
The products involved in Italy
Among the product families affected by the reductions, in addition to Kallax, are the Bestå wall units (on average -26%), the Kivik sofa (-25% in the two-seater version), the Poäng armchair, produced for around fifty years and discounted by 12.5%, and the Ikea 365+ line of crockery. There is no shortage of concrete examples: the Bestå TV composition goes from 870 to 739 euros, the Eskilstuna sofa with chaise longue drops from 1,299 to 999 euros, while the Uppdatera container drops from 3.50 to 1.95 euros. The complete list, item by item, can be consulted on the “New lowest price” page of the Ikea Italia website.
It’s not the first time
A similar operation, on a global scale, had already been conducted in 2024. This time, however, the group has chosen to concentrate resources on Europe, where the rising cost of living has pushed many families to postpone purchases considered non-essential, especially furniture. It is no coincidence that, alongside the price cuts, Ikea is expanding the network of small-format stores, designed to intercept urban customers without necessarily going through large outlets outside the city.
The words of the group
The choice is motivated by the president and CEO of Ingka Group, Juvencio Maeztu, who in the press release speaks of a structural commitment and not of a fixed-term promotion: keeping prices low would remain a priority even at the cost of lower margins, he claims, because it is precisely in times of economic difficulty that the brand wants to be accessible. The CEO of Ikea Italia, Alpaslan Deliloglu, moves along the same lines, according to which the operation is not about an isolated promotion, but a promise of concrete closeness to Italian families. Country commercial manager Edoardo Posani added that the choice of products involved follows the real preferences of national customers, supported by targeted offers available in physical stores.
Beyond Europe
The investment does not end in the Old Continent. Ingka Group will allocate another 70 million euros to offset inflationary and currency pressures in Asia and North America, so as to contain price lists also outside Europe. It remains to be seen whether, this time, the price cut will be enough to bring back to the shops those who in the last two years have chosen to postpone spending on the house.
