IKEA opened its store in the Marina Mall, Abu Dhabi, UAE, during March 2001. Prior to which, IKEA had only been in Dubai, UAE. IKEA has been operating for more than 15 years in the country. Currently, IKEA has one of its biggest outlets measuring 25,400 square meters in Dubai Festival City. IKEA operates in 34 countries and has 234 stores around the world.

“Here in Abu Dhabi, the IKEA store is 9263 square meters in size and we carry 6500 articles, the same as in Dubai,” says James McGowan, IKEA Store Manager in Abu Dhabi. The store has grown in popularity and has increased its sales by about 70 percent in the last few years. “With more infrastructure development and new freehold properties coming up in Abu Dhabi, I am sure there will be renewed interest in our furniture and other products,” says McGowan.

The main marketing tool of IKEA is its catalogue. Every year, in September, the company distributes millions of its catalogues worldwide. This year it is distributing approximately 175 million catalogues around the world, of which 620,000 copies will be distributed in the UAE alone.

Each IKEA product is well researched to meet stringent quality and safety standards in all the markets it operates. “IKEA is meticulous about being environment friendly at all times since we use a lot of wood in our products. We source our raw material only from suppliers who replenish the forests from which the wood is taken. We also use many by-products of wood and other material for creating many new products,” explained McGowan.

The IKEA store at the Marina Mall has 64 permanent employees, and recruits contract staff from various companies such as Dulsco, which supply skilled personnel like electricians, tailors and carpenters. “We have electricians to help us in the showroom and in the market hall. We also need carpenters to help us with the interior décor. It makes sense to outsource the recruitment of such personnel, as we can not only meet our manpower requirement quickly, but also source a substitute worker at short notice if we are not satisfied with the skill sets. In addition, outsourcing allows us to stay within our budget,” says Lemya Osman, Communication and Interior Design Manager.

IKEA prefers to employ skilled workers who already know their work well as it saves time. “I am happy with the Dulsco personnel who have come to help us in our work as they are good workers and know their job well. They have also integrated well with the rest of the workforce”, says Osman.

Amina Charouk, Customer Service Supervisor, adds, “I have dealt with Dulsco personnel since my early days in IKEA at Dubai, and I have always been happy with their work in our store. They are fast learners and willing to learn new things, and contribute positively to our business to get on smoothly.”