Ikea: The retail brand synonymous with affordable style has maintained its appeal by sticking to its roots.

Ikea has always attracted consumers looking for cheap but stylish furniture, providing 'affordable solutions for better living'.

Such is the allure of the brand that a recent store opening in north London was treated as something of an event by some consumers. Even in 1965, thousands of people queued for the opening of IKEA's flagship Stockholm outlet.

The cornerstone of the business is competitive pricing - and making desirable furniture at low cost requires a lot of creativity. IKEA prides itself on the efficient use of raw materials, applying technical innovation and best design. Back in the 60s and 70s, it introduced denim and particleboard to the manufacturing process, and in the 80s turned to plaster on …