IKEA is opening its doors in New Zealand, marking the Swedish retailer’s first expansion into a new country since 2021.
IKEA, in partnership with Mindshare, has teamed up with TVNZ’s weeknight current affairs show Seven Sharp to create ‘Swede As’ – a road trip to celebrate the occasion and connect with Kiwi communities nationwide.
Mindshare won IKEA’s media account in New Zealand in 2024 tasked with introducing a global retailer to a nation where, for many, it was still a new concept.
Its first store opens in Auckland on 4 December, and IKEA will be available online and by phone for shopping and delivery nationwide.
Mindshare developed a media strategy to share IKEA’s mission – to create a better everyday life at home with smart, sustainable and affordable solutions – in a way that felt authentic for New Zealanders.
‘The Swede As Road Trip with Seven Sharp’ will see hosts Hilary Barry and Jeremy Wells packing their bags for a nationwide tour.
They’ll set up pop-up IKEA ‘sets’ in iconic local spots, including Dunedin, Queenstown and Lake Tekapo, transforming their daily broadcast into IKEA-inspired home ideas.
The first episode, which aired last week, culminated in one IKEA family member and Seven Sharp viewer winning a $10,000 IKEA shopping spree during the ‘IKEA Door Knock’.
The launch of IKEA New Zealand will also be supported by a broader marketing campaign, spanning across audio-visual, out of home, social media, audio and search channels.
A launch designed as a cultural moment
Emily Scovell, chief strategy officer at WPP Media New Zealand, said IKEA is launching with incredible intention and accessibility.
“Our brief was to create a media presence that powerfully mirrors and amplifies this ethos across New Zealand,” she said.
“We understood that a launch of this scale required more than just media spend – it demanded a cultural moment.
“By leveraging the deep trust of a platform like Seven Sharp, we are not simply transforming a TV set; we are building a dynamic, nationwide stage that capitalises on the news value of IKEA’s arrival.
“This strategic approach ensures the launch is felt as a genuine cultural event, immediately positioning IKEA as a brand that truly belongs in Kiwi homes.”
Peter Moore, head of integrated media at IKEA Australia & New Zealand, said the road trip has allowed the brand to show how it can help create more functional homes and become a cherished part of Kiwi culture.
“Bringing IKEA to New Zealand is a dream come true, and we knew our launch needed to embrace the unique spirit of this incredible country,” he said.
“Our ambition was to introduce and showcase the breadth of the IKEA brand to New Zealanders, and our partnership with Mindshare, TVNZ, and the Seven Sharp team has been incredible.”
Lance Hipkins, commercial partnerships director at TVNZ, said the network is delighted to partner with IKEA on their New Zealand launch.
“Accessing our wider TVNZ whānau, with their genuine Kiwi spirit, are the perfect guides to introduce IKEA to the nation, bringing it directly to the homes of Kiwis around the country each night,” he said.
“This collaboration demonstrates the powerful connection between great brands and local, authentic voices.”