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The next fact is probably easy to guess. In 2023, IKEA was the most popular furniture retailer in Germany, with over *** billion euros generated in revenue. This was far ahead of XXXLutz and the Otto Group. The Swedish retailer remains the first stop for the majority of Germans searching for furniture.

Market leader

IKEA brand awareness in Germany was extremely high, at ** percent in 2023. ** percent of respondents to the respective survey stated they used IKEA stores. The Swedish furniture retailer is extremely present throughout Germany and has become the go-to household name. While it is by no means a cheap store, the stock generally includes a wide range of prices. IKEA also advertises easy item assembly, aiming to become as accessible as possible to an extensive clientele looking for a quick furniture solution. Revenue figures have increased annually in Germany. 

Furniture shopping from home

Long gone are the days when consumers had to physically go to a furniture store to find what they were looking for, though they might still do so today, especially where bigger items are concerned. Online shopping has stepped into the furniture arena as well, with customers browsing and ordering to their heart's content on e-commerce platforms such as amazon.de, ikea.com and otto.de. Amazon and Otto are multichannel retailers, with Otto having German roots. ikea.com generated almost **** billion U.S. dollars in net sales in 2023.