IKEA Getting Into Hotels

The world's largest furniture retailer IKEA is moving into the hotel space, with plans made public for a design led budget group of hotels.
Set to develop in Europe with 100 properties targeted the budget sector and a focus on investment and real estate. An outside operator will be used and the IKEA name will not be featured.
Innovative new players in the segment are Yotel and citizenM which are now competing with the old school institutional players such as ACCOR and Whitbread.
From a brand perspective IKEA has clearly drawn a line in the sand on not diluting their core business offering.