Ikea has set multiple records at its Auckland store within its first month of trading, driven by heavy foot traffic and strong demand across both furniture and food.
The Swedish furniture retailer said its Sylvia Park store was the top-performing outlet globally for food sales during the opening month.
The store’s busiest day was December 7, when nearly 30,000 people visited. Online engagement was also strong, with 1.9 million website users recorded over the same period.
Shoppers purchased close to 50,000 Frakta blue bags, 40,000 white Oftast plates, and 29,480 white Oftast bowls. Food items were also popular, with more than 54,000 hot dogs, 21,000 cinnamon buns, and 28,000 meatballs with mashed potatoes sold.
University of Auckland marketing expert Shahper Richter said the surge in activity was partly driven by novelty but reflected Ikea’s broader retail model.
“Ikea isn’t a normal retailer; it’s destination shopping,” Richter said.
He explains that the showroom acts as a decision aid, the food makes it feel like an affordable outing, and Småland is a “quiet superpower”.
“Free childcare reduces friction for families, which drives longer stays and repeat visits,” added Richter.
“Crowds will ease from opening-month levels, but the store is likely to remain a major drawcard because it creates habits, not just hype.”
