An Ikea copycat just opened its doors in Moscow — and some customers are not impressed
following the invasion of Ukraine. It said in June it was scaling down its remaining presence and halting the export of its products to the country.
After the flat-pack furniture giant made its move, a chain from neighboring Belarus is now trying to take its place. However, it seems some customers who went along after Swed House opened its doors in Moscow on Saturday were less than impressed with the attempt to mimic the Swedish chain. That's despite up to a fifth of its range being genuine Ikea products, Swed House general director Mamedali Kasymov"Nobody prohibited us from doing this … our own Swed House goods are in big demand as well," he said.that Swed House could open up to 10 stores in Moscow this year.Some customers who spoke to Reuters were generally disappointed with the layout and presentation of the store, leaving many longing for the real Ikea.
"Goods must not be just lying on top of each other. Ikea had a certain approach to product placement ... you could lie on beds, test the furniture," one customer, Iohann, told the news agency."If these guys want to improve, the road ahead is still very long.""We have been missing IKEA a lot lately," said Natalia.Sign up for notifications from Insider! Stay up to date with what you want to know.
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