WEBVTT

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Sweden is on a roll.

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Everyone is better off,
thanks to social reforms.

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Construction is under way everywhere,
across the nation.

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And it's not just apartments.

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A lot of people can now afford
to buy their own house.

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All around the city centres,
the Million Programme is launched,

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a programme to build one million
home units for the Swedish people.

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And of course this also means
a million homes to furnish.

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The building boom is good for IKEA.

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Interest in home furnishing increases.

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The home becomes modern.

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<i>It took police one hour</i>
<i>to break up the mob.</i>

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In the wider world,
it's all about politics.

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People speak out
against the pointless war in Vietnam

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while the Berlin Wall
comes to symbolise a divided Europe,

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with communism on one side
and capitalism on the other.

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The 60s is a golden decade for Sweden.

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But IKEA has its own battles to fight.

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For several years, IKEA has been
boycotted by Swedish manufacturers

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as furniture retailers think
the newcomer is dumping prices.

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Prices that have been created
by keeping costs down,

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adapting to factory conditions
and, of course, efficient distribution.

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To get around the boycott,
IKEA starts working with factories...

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...in Poland.

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By now, IKEA has also had
its own designers for several years

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and continues to showcase the products
in the IKEA catalogue.

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It's also in the 60s
that the idea is born

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to make IKEA a destination,
a fun day out for the whole family.

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Thanks to a booming economy,
many more people can afford a car

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and make excursions.

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This is an opportunity for IKEA
and becomes part of its concept.

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Large car parks
and the IKEA restaurant:

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Everything you need on a day out.

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People have high hopes for the future,

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and during the 1960s,
IKEA moves beyond Swedish borders

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with stores in Norway and Denmark.

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Just outside central Stockholm,
in a place called Kungens Kurva,

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IKEA opens its second Swedish store
after Älmhult.

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It's a flagship store,
architecturally beautiful.

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And the future looks bright.

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But how will IKEA cope
with the volatile 1970s?