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Mindshare wins IKEA,
New Zealand store on its way,
A new home to stay.
Mindshare secures IKEA account as flat pack giant assembles New Zealand expansion
Mindshare has won the IKEA account in New Zealand in the lead-in to the Swedish furniture retailer's expansion into the country.
IKEA is set to open its first store in New Zealand at Sylvia Park, along with an online store, in late 2025. The construction of the Sylvia Park store began in June 2023.
Mindshare will play a critical role in IKEA’s launch in New Zealand, helping to establish the furniture retailer in the country. The agency already works with IKEA in Australia, a relationship established in 2017, and in other regions globally. The account will be led by Hannah Joseph, recently promoted to Managing Partner for Mindshare New Zealand.
This win follows Mindshare New Zealand’s recent acquisition of Unilever. On 10 April, IKEA New Zealand announced recruitment for the first People & Culture Manager for IKEA Sylvia Park.
"With 482 stores [including city stores], in over 35 markets, we are now preparing to make a new home in New Zealand," Head of Integrated Media, IKEA Australia and IKEA New Zealand, Peter Moore, said.
"We’re thrilled to expand our trusted partnership with Mindshare across the ditch and this is another important step towards saying ‘hej’ to New Zealanders. Mindshare demonstrated a unique ability to understand the cultural nuances and media intricacies of the New Zealand market, aligned with a deep understanding of our values and business needs and how to bring those together.
"We’re excited to work with the local team to bring our wide range of well-designed, functional home furnishing products at affordable prices to Kiwis for the first time."
GroupM CEO, John Halpin, said IKEA is an iconic brand the agency is proud to work with in other markets around the world.
"The vision “to create a better everyday life for the many people” aligns perfectly with GroupM’s ambition “To make advertising work better for people”. New Zealanders have been awaiting the arrival of IKEA on our shores for years and we’re thrilled to be part of the journey to bring IKEA’s clever innovation, smart design and affordable homewares to New Zealand for the first time," he said.
