BANG - a well-designed price

We have a saying at IKEA. "The first thing we design is the price tag." So when we set out to make a mug, first we established the average price. Then we decided to make one at half of that. And we gave it a name to match. BANG.

We started by looking for suitable suppliers worldwide. They would need to invest in specially-adapted equipment for our specially-priced mug.

Our product developer worked to find the best conditions on the factory floor for fast and efficient production. We had to carefully consider the choice of glazing and effective handling.

But most important was the shape. A special cone shape let BANG pass through the machines in the shortest possible time. Its dimensions enabled us to fit the maximum number in the ovens at a time, an expensive process. Of course, its attractive design was not something we charged extra for.

IKEA retailers committed themselves to sell a very large number of BANG mugs. In return, the suppliers invested in the necessary equipment. Now BANG is making a bigger noise than we ever expected.