IKEA: A new third place for the…elderly and single

Ikea’s financial success with 23% revenue growth in China in 2010 is being accompanied by a new challenge, hoards of  middle-aged customers who have figured out a way to hack into the Ikea Family membership card. Large crowds of singles between the ages of 45 and 65 show up for unlimited coffee, and the hope for a potential date. More from Wall Street Journal:

“To keep order, the store assigns an additional six security guards to the cafeteria every Tuesday and Thursday afternoon on top of the usual two guards it posts there on weekdays.”

Being China favorite furniture store means that Chinese people see it not only as a place to shop, but also as a place to hang out. Welcome to the family Ikea, you’re now a bona fide third place for the elderly in China. Not only do you offer soft seats, free coffee, but also air conditioning and clean bathrooms.

Read the rest of the article on Wall Street Journal.