This short case describes the experience of a family that goes for the first time to an Ikea store. The husband, who works for a consulting firm in the logistics area, decides to take notes of everything he observes in the process, as well as how he thinks Ikea makes this business model with high quality, low price and high levels of service, sustainable. The last section is dedicated to these notes, and how he thinks the operations of the store can show some clues for the success of Ikea.