This characterises the spirit of Ingvar Kamprad, founder of IKEA. Ingvar Kamprad was born in 1926 on a farm called Elmtaryd in the village of Agunnaryd (hence the acronymous name for IKEA). Ingvar sold matchsticks and pens as a boy. At the young age of 17, Ingvar registered the IKEA name in 1943. In the 50s, IKEA started to sell furniture at factory prices by mail order. This was met with firm resistance and boycotts from the established furniture trade, and IKEA was even banned from the huge national furniture trade show in Stockholm. The other established furniture retailers threatened to withdraw their business from suppliers who also supplied IKEA. Undeterred, IKEA sourced for alternative suppliers outside Sweden, and IKEA's designer furniture at factory prices continued to pull in the customers. The Smaland spirit of thriving under hardship, and turning problems into opportunities kept IKEA alive and set the foundation of IKEA's development.

Today, IKEA has found its own niche: beautiful and durable furniture at prices so low that the majority of people can afford them. Not just in Sweden, but in Germany, Poland, UK, US, Singapore, Australia, China, Israel, Russia, and the rest of the world.