Ikea kicks off Sven's game with temporary rebranding

March 2001
Cabinet Maker;03/02/2001, Issue 5227, p2
Trade Publication
Reports the rebranding of Ikea stores in England. Implementation of a publicity stunt; Impact of England football team coach Sven-Goran Erikkson on the rebranding; Views of Jack Jackson, Wednesbury store manager, on the name change.


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