IKEA in Dhahran

It is interesting to note IKEA has made its presence in Dhahran. Little that I know that it has been here before. Apparently I was told that they were operating from a small building. Obviously they didn't win the market. But this time around with its usual style; large warehouse concept and the typical yellow and blue colour has made it really stand out from the distance.

What fascinated me was also the advertisement in the newspaper this morning 'The Swedish Way and Save money'. The ad showed a Saudi man assemblying a book rack with its tools. A breakhthrough from what the usual stuff that I heard in the office about Saudi being reluctant to change their lifestyle. Direct, bold message how things are done with IKEA. Here it is a DIY store. It is catchy being in foreign land that has its own way of doing things, conservative culture but surprise surprise, the response - it was jam packed on the opening day!

Well obviously IKEA is not the only one, besides their other branches in Riyadh and Jeddah. There are other DIY store, KIKA are already here in Saudi Arabia.

I think it may be difficult for some to face the reality of change. Those who think that Saudi will not change will lose. The ad may remain as the ad but 70% plus of its population are below 40 years old. IKEA knows this. New generation, Gen-Y or whoever they are, new thinking, apartment living, smaller houses; hey things will change.

Are we ready to serve this market? IKEA has made the move.