We don't want consumers to be misled, says Ikea's Patrik Antoni

"The strategy in general is to protect the brand because we don’t want consumers to be misled. But that’s going to be an ongoing thing.
Previously, it was unintentional, but it became very similar (to what Ikea is) so it had to be worked with. Now, you will see a lot of things happening which are intentional. (For instance) Transporting Ikea products to other cities and opening a mini Ikea store. We don’t want this, as we want to own the total customer experience. We are finding such cases a little bit and it’s probably going to increase."