At Ingka Group, we believe that a better everyday life starts at home, and that home should always be a place of safety, dignity and care. A recent initiative in IKEA Portugal shows how this intent can translate into practical action. Through a strategic collaboration between IKEA Portugal and the Commission for Citizenship and Gender Equality (CIG), the IKEA customer service line includes a confidential and accessible referral option for victims of domestic violence. By selecting a dedicated option, callers can be anonymously redirected to qualified professionals at the national Domestic Violence Victim Information Service.
Between January and September 2025, more than 1,000 contacts selected this referral option, more than doubling the number recorded the previous year. The increase highlights how simple, visible access points can help people take a first step towards support.
“These numbers have a double reading. On the one hand, they fill us with hope knowing that we are reaching more people who need help, breaking the cycle of silence. On the other hand, they reinforce the enormous responsibility we have, as a brand present in the homes and lives of so many Portuguese, to continue to use our voice for this cause. Our vision of ‘creating a better everyday life’ starts with ensuring that the home is a place of safety. When it is not, it is our duty to help create new beginnings, and that is what we will continue to do alongside partners such as CIG and other specialized entities,” says Cláudia Domingues, Country Communication Manager at IKEA Portugal.
The partnership, which makes it possible to turn a call to the IKEA customer service line into a direct and confidential request for help, continues to prove that visibility and simplicity of access can make a difference. When calling IKEA, victims can select an option that redirects them, anonymously and confidentially, to qualified professionals. This significant increase reflects both the greater visibility of the support channel and the persistent dimension of domestic violence in Portugal. The partnership also extends beyond immediate access to help, supporting programmes that help survivors regain autonomy and rebuild their lives.
“The partnership with IKEA is a powerful example of how we can create bridges of hope together. By enabling a redirection through the IKEA line to the Domestic Violence Victim Information Service, IKEA amplifies our ability to reach those who need it most, directly and safely. The increase in people selecting this option shows that when help is more accessible, people feel safer to take a first step,” says Carina Quaresma, President of CIG.
Beyond Portugal, other Ingka Group markets have also recently taken action based on local needs. In 2024, IKEA Australia, worked with organisations such as Save the Children to raise awareness of the link between domestic violence and homelessness, helping shine a light on the realities faced by women and children forced to leave unsafe homes.
Together, these efforts reflect how Ingka Group works across its markets, contributing to a better everyday life for the many people by supporting wellbeing, safety and inclusion where it matters most, at home.
About Ingka Group
With IKEA retail operations in 31 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.
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