It can get a bit cultish, but I think it’s down to the fact that it’s a pretty fun place to visit (compared to other furniture stores, at least). It invites you to imagine what your home will be like and gives people on a limited budget access to Swedish style (true, it’s not as good as the real thing, but it’s the closest many people can get). People complain about having to put the furniture together, but the sense of achievement from assembling it actually increases the value of the item for many people. Its style is bland for some people, but fresh and distinctive for others, especially when IKEA is pretty new in their area. I think the reputation for being stylish, functional and good value (even when it isn’t really those things in some cases) also helps to create brand loyalty.
