Theresa Daly, Project Manager, Ireland IKEA

From Cork, to Barcelona, Vienna and back, Theresa Daly, Project Manager of IKEA Ireland ranks as one of the few Irish business women to have a pooled a wealth of work experience on the continent before returning home to head up the expansion strategy for one of largest home furnishings companies on the globe. Theresa talks to Ciara Donnelly about her plans for the new stores in Dublin and Belfast and about the challenges and pleasures of the job.

1. Outline your career path

I graduated from University College Cork with a Masters in Economics and went to work with one of Dublin's leading stock broking firms. From there I moved to Barcelona to set up a company which was introducing space management solutions to Spain using CAD. After three years I moved to Vienna where I joined IKEA as Business manager for Eastern Europe later becoming logistics Manager for the UK and then Store Manager in Cardiff. I returned to Ireland late last year to become Project Manager Ireland.

2. Describe a typical working week as Project Manager of IKEA Ireland.

My priority is to get the two stores open in Ireland on time. This involves working with our design teams and planning consultants North and South with the objective to submit high quality applications. Stakeholder meetings are very important, likewise meeting with local community groups and local politicians as their input into our plans is key to the success of IKEA as a long-term partner. Last week I met with everyone from local councillors in Dublin and Belfast to the Swedish Ambassador. Maintaining weekly contact with the IKEA team in London via meetings or telephone conference is essential as well as splitting my time between Dublin and Belfast.

I am also setting up all our operations on the island. This will include looking at our logistics strategy, pricing, administration and systems all the way down to catalog design and distribution.

Never a dull moment!

3. You have been working with the company for 12 years. How has the business changed since you started?

IKEA is much larger today then it was when I started. There has been a rapid expansion programme throughout Europe and indeed worldwide. There are a total of 220 IKEA stores in 33 countries. The IKEA group is planning to open a total of 19 stores in its 2006 financial year.

Competition is also tougher and we have become even more focused on the delivery of low price quality products to our customer. This means looking at the whole pipeline from the production stage through to delivery. The basic thinking behind all work with the range is to use low prices to make well-designed, functional home furnishings available to everyone. Being close to our suppliers - around 1,300 worldwide in 53 countries - is the key to rational, long-term co-operation.

Also over the past twelve years our customers have become much more design focused. They want products that offer solutions to every day living problems. At IKEA we design products to meet these solutions be they storage or catering for family needs.

4. You have worked in the financial market as a stockbroker in Dublin. How does this compare with what you are doing now?

Moving into the largest home furnishing company in the world was very exciting. IKEA is a very dynamic and exciting place to work. We have a vision to create a better every day life for the staff and from my twelve years experience here and from my experience of other sectors and companies, I can tell you IKEA mean what they say.

5. You have a lot of work experience in Europe. What would you say you have learnt from your European counterparts?

IKEA is an international company. We work in teams and we use complementary skills to come up with simple cost-effective solutions. Working in a multi-cultural environment is an enriching experience both from a professional and personal perspective… I have learned to really appreciate and enjoy difference and embrace diversity. I find meeting people with different backgrounds, cultures and beliefs very stimulating and exciting. I have really enjoyed living and working in different countries though I must say I am glad to be back home!

6. Ikea recently announced plans to build stores in Belfast and Dublin. Where will the stores be situated? When will these plans come to fruition?

Our Belfast store will be at Holywood Exchange close to the Belfast City Airport. We hope to be open by late December this year. The Dublin store will be just off the M50 at Ballymun and will be open by August 07 at the latest.

7. Is there a strong enough market here for Ikea to facilitate two stores in Ireland?

Absolutely. Thousands of Irish customers have been making the trip across the Irish Sea to our UK stores since 1987, so we believe that there is a considerable market for an IKEA store in Ireland. The demand for household durable goods is exceptionally strong in Ireland at present. In addition to one of the fastest growing populations in the EU, the home furnishings market is being driven by unprecedented housing construction. A high proportion of new households are first time buyers who need to decorate and furnish new houses and apartments, often on a limited budget. The IKEA principals of quality and low prices are particularly suited to such a market. Our economic growth has also led to a more aware customer in terms of their home and home furnishings and we aim to fulfill that market need.

8. The Ikea product range is has become very popular in recent years. Why do you think Scandinavian style furniture is so appealing in today's home furnishings market?

I think Scandinavian style, which is only a part of our range, has very clean lines, is bland in colour, functional and very pleasing to the eye… I think that is it's appeal. But IKEA also does and country range, a modern range and a young funky design oriented range. So really we can appeal to almost everyone, and still offer low price design solutions.

9. What skills/qualities are required for your position?

You need good project management and communications skills, a good head for numbers, the ability to work to very challenging deadlines and to manage a very diverse and geographically remote team of people. You also need to be able to multitask!

10. What do you enjoy most about your job?

I absolutely love meeting people from such a wide range of professions. I get to work with architects, town planners, engineers, accountants, lawyers and PR people. They are all very different and I am learning a huge amount from them. The thing I am most proud of and most enjoy though is bringing IKEA to Ireland because I really believe in what the company stands for.

11. How do you relax away from work?

With a glass of wine, good conversation and my weekly yoga class.

12. What has been your toughest challenge to date?

Opening the Cardiff IKEA store within the timescales. The challenge was to open Cardiff in thirty eight weeks which meant we were shaving six weeks off the previous store build. Getting Ireland off the ground is also very challenging but one I am totally confident we will meet.

13. Who has been the greatest influence in your career?

One of my managers with IKEA in GB, David Hood (UK Deputy Country Manager). David has a very down to earth approach to management. He is very direct and challenging but he also cared for his co-workers as people. He taught me that you really have to work hard at achieving goals whilst meeting the needs of your co-workers. He's a very inspirational man!

14. What has been your most memorable achievement?

I have many memorable moments, but if I had to choose one, it would have to be the opening day of the Cardiff store. We had built it in record time, given 460 people good jobs and brought the IKEA offer to Wales. More importantly we worked as a team to achieve a high standard successful store opening.

IKEA's ambition is to be the employer of choice. "We believe in each person's capability to develop, professionally and personally. We also believe that as you grow IKEA grows too "Our Human Resource Idea". We invest in a variety of training programmes to meet the needs of co-workers at all levels within the company. At the moment we are running a campaign called "you choose". It's all about employee empowerment and facilitating our co-workers to take control of their chosen career path. We build our stores around our staff as well as our customers. All our co-workers work in natural light stimulating environments.

15. Where would you like to see yourself in 5 years from now (in terms of career)?

I'd like to see myself working on a project as challenging and enjoyable as the one I'm working on at the moment!

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