AF24344 - Regional Sales & Range Manager | IKEA | Dubai

Department: IKEA
Country: United Arab Emirates
Location: Dubai | UAE
Closing Date: 17-Sep-2016

Established in the 1930s as a trading business, Al-Futtaim is one of the most progressive regional business houses headquartered in Dubai, United Arab Emirates.

Al-Futtaim employs in excess of 44,000 people, operates through more than 200 companies and represents more than 225 international brands across industries as diverse as retail and wholesale trading, distribution, real estate development, leisure and hospitality, insurance and financial services. The group has significantly expanded its business operations in recent years through a strategic acquisition plan and has entered a number of new territories, increasing its footprint beyond the GCC and Greater Middle East to encompass Africa, South East and North Asia, Australasia, East Africa and Europe.

Entrepreneurship and rigorous customer focus has enabled Al-Futtaim to grow its business by responding to the changing needs of the customers and societies in which it operates. Al-Futtaim is committed to offering customers an unrivalled choice of the world’s best brands with exceptional standards of customer service and after sales support.

Structured into four operational divisions; automotive, financial services, real estate and retail, Al-Futtaim maintains a decentralised approach, giving individual businesses flexibility and versatility to maintain a competitive stance. This benefits employees, providing a clearly defined work culture where individuals are empowered with authority and responsibility for their work.

The success of Al-Futtaim is attributed to proactively managing change whilst upholding the values of integrity, service and social responsibility. The majority of businesses, built on a portfolio of world leading brands, dominate their sector.


The foundation of Al-Futtaim’s retail network was established in the early 1990s with the launch of the internationally renowned and popular IKEA, Marks & Spencer, Toys R Us and ACE franchises in the UAE.

Representing some of the world’s most popular international brands, Al-Futtaim’s retail network extends throughout the UAE, GCC and North Africa and has a significant presence in Singapore and Malaysia following the acquisition of The Robinson Group in 2008.

In 2012, Al-Futtaim acquired a shareholding in Royal Sporting House, which is active in distribution, direct retail stores and shop-in-shops. The Singapore-based fashion, sports and lifestyle retail giant has 600 stores and many additional points of sale are spread around the world with over 399 in South East Asia, over 74 in the Middle East and over 126 in the South Pacific region.

  • 837 stores in 18 countries
  • Occupies 5.6 million sq. ft. of retail space
  • 13,000 employees
  • Serves 30 million customers each year


IKEA is the world's largest home furnishings store, founded in Sweden over 60 years ago. Our operations around the world are constantly increasing with new stores and markets added to the success story.

At IKEA not only our furniture is down to earth, straightforward and inspiring, but so is our work ethics. Despite being the leading home furnishing retail franchisee across the world, we at IKEA still give you the room to grow! At IKEA "creating a better everyday life for the many" isn't only our vision, it's our way of life!

Job Purpose:

You will secure that the IKEA range sold in the local market is selected, priced and forecasted each business year. You will be working with local store teams to enhance their competitive strength of the IKEA product range.

You will be Responsible for achieving the Sales & Gross margin targets agreed with the Managing Director. At the same time ensuring the implementation of all aspects related to the selection of merchandise, implementation of systems and methods as stated in the IKEA Concept. Also the matrix manager for the sales managers of Furniture & Market hall in all stores in UAE, Qatar, Oman & Egypt and together drive the annual plan for Sales & Range



• Set goals for sales & margin targets for each territory, based on analysis regarding business history, past trends, future expectations, market conditions and other data related to forthcoming product lines from IKEA of Sweden (IOS)
• Overall responsibility for achieving the Sales and Gross Margin goals as set by the Managing Director and Al Futtaim Retail, at the same time reinforcing the IKEA low price profile
• Compile input for the multi-year business plan for Sales & Range (as per IKEA prerequisites) and support the Managing Director in developing long & short term business plans for each territory, thereby reaching the IKEA positioning objectives and catering for the Al-Futtaim business development plans
• Define product range priorities in accordance with the overall range strategy provided by IOS and by developing synergy between a number of parameters i.e. local market taste, function/ style/ price gaps, etc.. In the broader perspective; (1) decide on the range as per the IKEA strategy, (2) enhance the competitive strength of the entire IKEA product range in each territory,
• Work with the range managers in the Region to provide strategic direction for the implementation of the IKEA range into the business
• Is the business partner to the store manager and the matrix manager for the sales managers in the stores
• Securing that the range to be sold in the local market is selected, priced, phased in and phased out each business year by keeping yourself updated about the local market conditions
• Support the Range managers in the selection of the Free and Extra ranges in accordance with the IKEA way and Range Manual


• Role modelling the IKEA position objectives to be the leader in life at home
• Primarily responsible for the yearly/ periodic product forecasting exercise (GPS) for all territories
• Maintain ongoing communication with the IKEA Range Distributor (RSS) regarding all issues related to the product range, product forecast and the annual IKEA range cycle
• Set the strategies and goals for the pricing of the total IKEA range and ensure that the respective areas are clearly distributed to the range managers
• Ensure that overall availability and customer service levels are maintained at all times as described in the ICSS
• Monitor the forecasting exercise and ensure that corrective actions are initiated after monitoring the actual sales trends
• Provide feedback to IKEA of Sweden on product range and areas of the market that are missing or need further development
• Ensure synergies between range managers and the stores in the securing optimal forecasts and merchandise plans in line with the country business plans


• Work with the Managing Director and take the lead role within the Commercial Strategic team to ensure that the Commercial priorities is considered at all times within the overall Business strategy and annual business plan
• Play a key role in supporting the Managing Director in feasibility studies for exploring new territories, expansion, relocation and modernization plans for the IKEA business for all Al-Futtaim territories. Provide key input for the Territory Penetration Plans (TPP)
• Co-ordinate all issues with regard to the IKEA range between stores, Al-Futtaim-IKEA Regional Service office, Inter IKEA Distributor and IKEA of Sweden
• Act as a trusted business partner and coach to the country management team, consulting and supporting line managers across the business, maintaining an in-depth knowledge of the home furnishing business and sharing this knowledge with the country teams
• Work with the store operations team to ensure best practice and compliance with the IKEA ways of working in Sales and Range and that the commercial priorities are secured
• Ensure that the Sales & Range Department is adequately staffed with competent, motivated and trained professionals to ensure continuity, versatility and effectiveness of the Sales & Range function.


• Contribute to the development, execution and follow-up of the regions commercial calendar focusing on Business Unit priorities, working closely with the National Marketing teams and Brand Communications Manager
• Ensure the proper phasing in and out of new and old products so the range frames are tightly monitored
• Consult regularly with the store management teams on the commercial offer, ensuring its relevance and with the Com-in team to ensure its Visual appeals to our customers


• Co-ordinate with the RSS – IKEA Distributor division of IKEA of Sweden the development of the Furniture & Market Hall part of the yearly catalogue based on market research input and competitor survey’s

About You:

Job-Specific Skills:

  • Change Management,
  • Organisational Development,
  • Management Development,
  • Analytical skills, financial modeling skills,
  • good communication skills and
  • problem solving skills.


Behavioural Competencies :

  • Must have the ability to create an evironmentment where the IKEA values are a strong and living reality that embraces the diversity of co-workers and visitors
  • Customer Focus
  • Individual Accountability
  • Continuous Improvement
  • Personal Leadership
  • Teamwork
Note: you will be required to attach the following: 1. Resume/CV
2. Passport-size photograph
Al-Futtaim offers highly engaging and supportive work environments in a culture that values, recognises and rewards quality performance.