The selected route was an ambitious one. In three weeks Ingvar and his party would travel from Älmhult to New York, on to Chicago, back to New York and then over to San Francisco, take a little detour to Las Vegas and then west again to Los Angeles, finally returning home to Älmhult. With him on the journey were Reidar Grönneberg, a good friend and business acquaintance, and his father Feodor Kamprad. It was essentially an educational trip, Ingvar wanting to learn everything about American ideas and solutions when it came to retail and distribution. He had already read endless books on the subject, and now he wanted to know more about automated business systems.
Via business acquaintances, he found out which stores and warehouses might be of interest, and he ended up visiting about 50 different companies. He was curious about the specifics of retail, and came up with a list of questions: Are there stores with a low-price department in the basement? Is there a low-price furniture company with stores in the city, or maybe just outside? Is there a city with about 500,000–800,000 inhabitants that has particularly well-developed retail? Are there any mail order companies that sell a lot of furniture? And is there a furniture company where the entire distribution chain can be seen?