Early this year, I did something I had always sworn I’d never do. On a quiet, late-night hour I set foot in IKEA, wandered its furnished labyrinth and behemoth aisles, and came away with four Billy bookcases, which my boyfriend and I spent the next day assembling and loading with the books that were overflowing from our other, less-disposable shelving.
IKEA. Now there’s a company that understands price-points, starting with the price range it believes consumers will pay for its items and then working its way backwards to create objects at those prices. As we stood before the rows of bookshelves, I noticed several signs informing customers that, due to IKEA’s buying power and recent negotiations with suppliers, the price of Billy bookcases had actually come down in the past year.