New Zealand has officially joined the global flatpack family with the long-awaited opening of its first Ikea store in Auckland. Hundreds of eager shoppers queued from the early hours, some having waited for decades for the Swedish furniture giant to arrive on their shores.
A Queue Decades in the Making
The excitement was palpable on Thursday morning as lines formed at the two main entrances to the new outlet. For many, like Annie Sattler, the opening marked the end of a personal waiting game spanning 25 years. Having emigrated from Germany a quarter of a century ago, Sattler spoke fondly of childhood trips to Ikea and said the event felt like a piece of home. "I've been waiting 25 years for this," she said.
The store's arrival was first announced in 2018, with former foreign minister Winston Peters claiming credit and suggesting the opening of a New Zealand embassy in Stockholm played a part. The build-up reached fever pitch in the days before the launch, with local media running live blogs and motorway signs warning drivers to "plan their journey" for expected traffic disruptions.
Prime Minister and Meatballs: A National Event
The opening was deemed significant enough to draw New Zealand Prime Minister Christopher Luxon, who arrived to cut the ceremonial ribbon. In a moment of light-hearted chaos, Luxon was pipped to the post as the official first customer by a faster shopper once the doors opened at 11am.
The crowds were greeted by staff in bright yellow T-shirts chanting "Hej! Hej! Hej!"—the Swedish greeting. Among the many draws, Ikea's iconic meatballs featured prominently in the day's excitement, with one group of customers chanting "meatballs, meatballs" at a nearby reporter.
Ulla Bennett, who secured the front spot by arriving at 4am, encapsulated a national sentiment. "New Zealand is always the last on the list to get anything," she said, expressing her joy that the retailer had finally arrived.
Affordable Furniture in a Cost of Living Crisis
The launch carries particular weight for a nation grappling with a sharp cost of living crisis. Ikea's global reputation for affordability lands as household budgets are squeezed, with recent Black Friday spending having fallen by 4-6% year-on-year.
The company has signalled competitive pricing, advertising its classic Billy bookcase for NZ$99 (approximately £43), a price that undercuts many local competitors. The sight of shoppers filling trolleys with cushions, lamps, and storage solutions suggested the promise of value was a powerful draw.
When questioned, Prime Minister Luxon denied the multinational's arrival was a blow to struggling local businesses, arguing it was "great for competition and great for consumers" and expressing confidence that local firms would "stand up and compete."
Despite fears of gridlock, the predicted major traffic jams did not materialise, though a steady stream of customers continued to arrive. The store opening is supported by a full online shopping network and 29 collection points across the country, from Kaitaia in the North Island to Invercargill in the south. For a nation accustomed to waiting, the era of Swedish self-assembly has, at last, begun.
