According to Millward Brown Optimor's "Brandz Top 100 Most Valuable Global Brands 2016", not only is IKEA the fifth most valuable retailer in the world, but it is also the the most valuable furniture retailer brand in the world, valued at over 18 billion U.S. dollars. The business operates 389 stores and is present in 47 countries. More than 780 million customers visit IKEA stores every year.
Unlike IKEA’s largest competitors, the company has fairly diversified businesses. In addition to its furniture products, the company operates restaurants, houses and flats. Although, the firm’s main business is designing, manufacturing and selling furniture it is not so affected by the changing forces in this market as other furniture retailers.