In the growing but fragmented market for selling furniture to businesses, IKEA launched a Business Network to serve small businesses in the UK, Spain, and Japan. The idea was framed as IKEA supporting smaller businesses, with members offered benefits usually available to big corporations. A key objective was to recruit existing small business users of IKEA to the Network, and the choice of media was adapted to fit small business owners’ busy schedules. The three launches exceeded targets and IKEA is on track to meet a goal of 1m Network users by 2023.