Ikea's UK boss on the secret to its success

Why has Ikea been such a success in the UK? Why did it open its first shop in Warrington, Cheshire? What is "chuck out your chintz" all about? And what does this unique business look for in staff?

In part two of our look at how Ikea became one of the biggest retailers in the world, Graham Ruddick speaks to Peter Jelkeby, the chief executive and chief sustainability officer for Ikea in the UK and Ireland, and a man who started his career with Ikea as a forklift truck driver.

Then, Graham speaks to Dougal Shaw about what they have both learned about Ikea and the reasons for its success after studying the business. In case you missed it, in part one of our look at Ikea, Dougal Shaw spoke to Jesper Brodin, the chief executive of Ingka Group, the business that runs Ikea shops around the world...