VIP Opening Ceremony IKEA Jordan

VIP opening ceremony IKEA Jordan Amman, 5 March 2014 Speech by H.E. Helena Gröndahl Rietz, Ambassador of Sweden

Your Excellency, Minister of Planning and International Cooperation Excellencies, Mr Saleh Chairman of the al-Homaizi group Distinguished visitors from Kuwait and the Hague Dear friends in the management team of IKEA Ladies and Gentlemen,

I am very honoured and pleased to participate in this opening ceremony for the first IKEA store in Jordan. As the Swedish Ambassador to Jordan, I am very proud to represent Sweden here today. If you allow me, I will use this opportunity to comment on what IKEA means to Sweden and the Swedish people and also a few words on what I hope IKEA will mean to Jordan and to Swedish-Jordanian relations.

As you are all well aware, Sweden is the country of origin of IKEA and its founder Mr Ingvar Kamprad. In fact, Sweden owes its success as an exporting nation to a large group of companies that have their roots in Sweden but today are operating on a global scale; Atlas Copco, Electrolux, Ericsson, Volvo, H&M to mention a few that are already present here in Jordan. We are proud of all of them. But I think all Swedes have a special and lifelong relationship with IKEA. So what is the key to IKEA’s success? Modern and attractive design and quality at affordable prices is part of the answer. Another important dimension is the fact that IKEA is uniquely Swedish in its values; its management philosophy is egalitarian and inclusive, its cost-effectiveness is world famous as is IKEAs devotion to practical solutions and environmentally friendly policies. Just like Sweden. There are no special privileges or favours. Discounts are for all or for nobody.

I am convinced that Jordanians will take IKEA to their hearts and the Amman store will be an immediate success. Also over 400 Jordanians, many of them young men and women have got employment at this beautiful new IKEA store. They have all gone through professional training programmes and will now have the possibility for career development within IKEA.

We are all impressed by IKEA Jordan’s marketing and social media campaign to promote the opening and the way IKEA works. Up until this morning you have 88 000 likes on your Facebook page! I would like to congratulate IKEA on this achievement and hope other business in Jordan will find inspiration.

I also believe the arrival of IKEA will introduce a healthy competition in the home retail business here in Jordan. The total business will grow and I know IKEA will welcome this. Also, many Jordanians will have to get acquainted with the famous Allen Key – the key to unlock the IKEA flat-pack mystery.

Through IKEA, Sweden will move a bit closer to Jordan and Jordanians. You will be able to experience Swedish design first-hand and Jordanians will be more familiar with the taste of Swedish food. You will also be able to practice the Swedish language when you pronounce the trademark names of IKEA products. In sum, IKEA offers a good basis to further develop and strengthen Swedish-Jordanian relations. This of course is most encouraging for me as Ambassador.

Finally, I would like to thank the host country Jordan for facilitating the establishment and congratulate all Jordanians on their first IKEA store! And last but not least, I have to acknowledge the crucial role played Mr Saleh, chairman of the al-Homaizi group. We would not be here today if it weren’t for the huge investment by Mr Saleh. Thank you. I wish IKEA Jordan, its management team and the entire staff, all success.

Thank you for your attention. Tack så mycket.