Ikea is a funny old goose though, they're aspirational products because the range is staggered. There's very much a cheap end and a high end, the whole pick and

Ikea is a funny old goose though, they're aspirational products because the range is staggered. There's very much a cheap end and a high end, the whole pick and pack means they can keep costs low enough to get people in at the low end and upsell them progressively. So a student gets a £20 table, then moves up to a £60 one, and then a matching TV unit. It's clever, they've nailed product categorisation and buyer psychology.