Yeh, they have managed to keep the range and attraction that you have both a new student trying to buy the cheapest possible set of furniture for their student flat and some rich retirees fitting out their holiday home buying in the same place.

I got a POÄNG chair, love it. But there are cussions for it that are more expensive than the entire chair I bought!

It’s amazing, and probably great for the upsell as there is always something slightly nicer.