At the start of the financial year on 1 September 2026, IKEA Germany modified its management structure. The sales and marketing business units are now each represented by a dedicated seat on the management board, directly integrating them into the strategic direction of the German business. Charlotte Miles assumes responsibility for the sales division, while Johanna Gbenplay heads marketing activities.
Peter Jelkeby, CEO and Chief Sustainability Officer of IKEA Germany, stated that this structure links both segments even more closely with the operational design of the commercial offering. An attractive, affordable range and a distinctive brand are closely connected, he noted. Both executives have many years of experience across various management tiers within the retail group.
Sales strategy and price adjustments
In her role as Country Sales Manager, Charlotte Miles directs the entire distribution network in Germany, including the product range, IKEA Food, pricing policy, and the shopping experience across all channels. A major priority is the affordability of products against the backdrop of budget pressures on private households. In parallel, the company has been gradually reducing prices for around 1,500 items by an average of 20 per cent since 1 September 2026, discounting roughly 15 per cent of the range. Miles joined the group in 2015 and most recently led commercial strategy and omnichannel expansion in the Czech Republic, Hungary, and Slovakia as Commercial Manager.
Brand management and personnel change
As Country Marketing Manager, Johanna Gbenplay is responsible for brand positioning, the strategic direction of marketing, and customer interaction with the home furnishing range. A key objective is to deepen the connection between digital sales platforms and the traditional furniture store. Gbenplay has been with IKEA since 2010, working at locations in Sweden and Australia among others, and most recently served as Area Manager.
- —Direct representation of sales and marketing on the German management board
- —Gradual price reductions for approximately 1,500 products by an average of 20 per cent
- —Closer integration of physical furniture stores and digital sales channels
As part of the organisational restructuring, Heiko Klauer is leaving the company by mutual agreement. Klauer held the position of Country Marketing Manager for many years. During his tenure, membership of the IKEA Family loyalty programme tripled. He was also nominated three times for CMO of the Year and received industry accolades such as the German Marketing Prize and several Effie Awards.
