Photo: Pascal Guyot/Scanpix

Swedes losing faith in Ikea?

The furniture giant Ikea has fallen from first place in a Swedish consumer confidence ranking.

The iconic brand has been replaced by the DIY chain Clas Ohlson, followed by Google and supermarket chain Ica, reports daily Svenska Dagbladet.

“Historically Ikea has been almost Teflon-coated when it comes to image. The company has overcome one scandal after another without damaging its consumer confidence,” the CEO of Nordic Brand Academy told the newspaper.

“Now that trend appears to have been broken”.

The Nordic Brand Academy survey was based on interviews with 15,000 Swedes. The Irish airline Ryanair, Swedish Rail, and the telecom company Telenor had the lowest confidence levels among those surveyed.

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