Some of Ikea's furniture is made from wood, some is made from particleboard (recycled wood chips fused together), keeping production more affordable. In response, Ikea admitted the chests and dressers could be dangerous and offered free kits to anchor the chests and dressers to the wall, as well as refunds.) (Ikea has had high profile recalls of millions of chests and dressers after several tipped over, killing children. Even though our products are affordable, we don't compromise on quality," she says. Ikea has a "democratic design approach," according to Antonella Pucarelli, the chief commercial officer of Ikea retail U.S., which means that it "deliver form, function and quality products at a low price. In fact, price is so important to Ikea's strategy that the company first decides on the price of a piece of furniture and then reverse engineers the construction, the company says. At the heart of Ikea's success is value: You know what you're going to get when you shop at Ikea, and it's going to be affordable.
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