Consider the competition, at least in the US, in the 'cheap assemble-it-yourself furniture" space. IKEA looks better than the stuff sold at Wal-Mart or Target,

Consider the competition, at least in the US, in the 'cheap assemble-it-yourself furniture" space. IKEA looks better than the stuff sold at Wal-Mart or Target, especially the stuff they were selling 20 years ago before IKEA had many stores in the US. (Let alone the smaller regional retailers, like Bradlees and Caldor in the northeast.) Clearly, if you've got the money to spend, you can get better-looking, longer-lasting furniture. But if you're only furnishing a dorm, or an apartment, and aren't decorating a house or other long-term residence, IKEA's pretty good.