Javier Quiñones, CEO and chief sustainability officer at IKEA U.S., just celebrated his 25th anniversary at the company. The retail industry has changed immensely in those years, but Quiñones’ mission hasn’t wavered — to make a difference in consumers’ lives.
Quiñones started his career working in-store in the kitchen department. “One of my tasks was to plan the kitchen with the customer. We spent one and a half hours in a little corner in an IKEA store planning a dream for them,” he says. “The first time I came to the customer’s home to see in reality what we planned on a paper, in the corner of the IKEA store, I still remember to this day. I think probably that's when I decided, ‘This is cool. I can actually make an impact on people.’”
Quiñones joins us to talk about IKEA’s impact on sustainability and customer experience, his own career journey and how he adapts in an ever-changing industry.
IKEA’s commitment to sustainability
IKEA has been leading the sustainability charge for decades. In the ‘90s, Quiñones received training about recycling, and in 25 years, he’s never seen a plastic bag used by the brand.
Decades later, “We have invested in solar farms. We own two wind farms in Illinois and Texas. We are investing in forestry,” he says. “We say in IKEA that it's good business to be a good business because it helps our returns in many good ways.”
The importance of a circular retail economy
Quiñones believes that creating a circular retail economy — in which retailers sell or facilitate the sale of “gently worn” or “previously loved” products — is essential as a business strategy.
“It’s very easy to create expensive products. But it's extremely difficult to create a well-designed, functional product that is sustainable at a low price. And that's the core. That's why, for us, it's important because unless the products are circular, we're going to need to buy raw material continuously, which will only increase the prices of our products.”
Further, Quiñones thinks that circular products are key for companies’ survival. “I think if companies do not jump into this,” he says, “there is not the right reason to exist, so there’s a risk that you will not exist in the future.”
Check out NRF’s hub designed to support retailers’ efforts to generate economic value while creating net positive environmental, social and community benefits.
Staying connected to customers
As retail evolves and IKEA continues to expand, Quiñones and his team make sure to stay closely connected to their customers.
“We have a good way of being in touch with the people and understanding their needs. We always try to adapt to new needs or trends,” he says. “That's part of the curiosity, staying on the ground. We go and visit people in their home. People open their living room and over a cup of tea or coffee, we sit down. We talk about their home, what they love, what they need.”
Listen to the full episode to hear more about Quiñones’ career and IKEA’s evolution in sustainability and customer experience.
Episode chapters
(00:01:42) Quiñones’ career journey
- Celebrating his 25th anniversary at IKEA
- How he ascended to CEO
(00:05:06) IKEA’s commitment to sustainability
- IKEA’s philosophy on waste
- IKEA’s investment in solar and wind technology
- Why it’s good business to be a good business
(00:14:19) What Quiñones loves most about his job
- Creating a legacy for future generations
- Working one-on-one with customers
- Impactful turning points in his career
(00:20:59) Creating a core IKEA experience across the globe
- Adapting different stores to local needs
- How beds and bedding trends vary by country
(00:23:26) Staying current in an ever-evolving industry
- Connecting with customers on the ground
- Transitioning their stores to fulfillment centers
- The future of bricks-and-mortar stores
Resources:
- ikea.com/us/en
- Get ready for Retail’s Big Show in NYC
- Become an NRF member and join the world’s largest retail trade association
- Find more episodes at retailgetsreal.com
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