In the wake of success of its first store in Italy, IKEA, Swedish international low cost home furnishing retailer, plans to open a second Israeli branch in Tel Aviv suburb of Rishon Letzion by the end of 2007.
The new store will cover 33,000 square meters, out-sizing the current Netanya store by some 10,000 square meters and cater to buyers of the South Jerusalem.
The success of the first store was partly due to the war, because residents from the North were relocated in the Center and were looking for something to spend on. Ikea became like an outing for them and they spent a lot on household accessories.
The company attributes much of its success to the launch of its new catalogue each September, which enables the consumers to know the prices for the 12 months ahead.
The '07 edition of the catalogue titled 'solutions for a better life' focuses on four living areas - the living room, bedroom, kitchen and children's room. This year, the calaogue will be sent to some 1 million households countrywide between August 31 and September 20.