IKEA Family: from Silver Club to over 200 million members and counting

It all started with a simple, powerful idea – rooted in the IKEA vision of creating a better everyday life for the many people. How do we build a deeper, more meaningful connection with the people who open their homes to us?

A club before the club
Long before IKEA Family existed, there was something quietly taking place in Sweden. In the early 1960s, IKEA ran a modest little scheme called the Silver Club. Customers paid a small fee to join and received minor discounts in return. Simple. And very IKEA. It was a seed of an idea – and it took root. 

1984: the birth of IKEA Family 
IKEA Family officially launched in 1984, in two Swedish stores: Linköping and Stockholm’s Kungens Kurva. From there, it gradually spread to 12 countries, offering members access to a curated range focused on safety, active living and services. 

Then in 1996, IKEA founder Ingvar Kamprad had an idea. He asked for a home furnishing magazine – just for IKEA Family members. By spring 1997, the first issue landed in the hands of 710,000 members in Sweden. Other countries soon followed with their own versions. 

Renew and improve – an IKEA value in action 
Like any good idea, IKEA Family evolved. In 2003, a team was assembled to reimagine the programme from the ground up. By September 2005, a refreshed IKEA Family – with a sharper focus on real homes, real inspiration and real value – relaunched across six countries. Within a year, it had grown to ten. 

And the membership card? It’s been through quite a journey of its own – from the original 1984 design to the cards tucked in wallets across the decades – and the digital version many carry today.

Still growing
By 2013, IKEA Family had reached all 26 IKEA countries (Ingka Group was then called IKEA Group). Members were already responsible for 43% of total IKEA sales – a quiet testament to what belonging can do. 

And now? 200 million members and counting across 31 Ingka Group countries. 

Facts and figures:  

• If IKEA Family were a country, it would be in the top 10 most populated on Earth – bigger than Mexico, Bangladesh and every country in Europe. 

• Growth rate: 1,800 new members every hour  

• From 6.5 million members in 2005 to over 200 million today – that’s roughly 30x growth 

• One of the biggest free loyalty programmes in the world. No fee. No catch. Just membership.  

Watch this space. IKEA Family has a few more stories up its sleeve.

Anything else you’d like to know? 
At IKEA, we have so many stories to tell. But many of them stay right here, within IKEA. That’s where our “Who knew?” series comes in. Is there anything you’ve always wondered about IKEA but never had the chance to ask? Contact us at [email protected] and we’ll get digging. 

About Ingka Group
 With IKEA retail operations in 32 markets, Ingka Group is the largest IKEA retailer and represents 87% of IKEA retail sales. It is a strategic partner to develop and innovate the IKEA business and help define common IKEA strategies. Ingka Group owns and operates IKEA sales channels under franchise agreements with Inter IKEA Systems B.V. It has three business areas: IKEA Retail, Ingka Investments and Ingka Centres. Read more on Ingka.com.