Interior design magazine consumers and in particular, Sears, who offered to deliver any item countrywide. Terrance Conran's Habitat, founded in 1964, came about to service a growing number of affluent consumers, intent on purchasing a cost-efficient interior presented in ready-to-made rooms. The first "Habitat" catalogue in 1966 was marketed as a guide to decorating a home and not just a telling tool. Swedish company IKEA created the same room-set device to document its tens of thousands of products and in the process dominated the global market in the late 20th century. Founded by Ingvar Kamprad in 1943, the catalogue was first produced in
Ingvar Kamprad development, allowing it to lower its prices by an average of 2–3% over the decade to 2010, while continuing its global expansion. Kamprad explains his social philosophy in his "Testament of a Furniture Dealer": "It is not only for cost reasons that we avoid the luxury hotels. We don't need flashy cars, impressive titles, uniforms or other status symbols. We rely on our strength and our will!" Kamprad owned a villa in Switzerland, a large country estate in Sweden and a vineyard in Provence, France. Kamprad drove a Porsche for several years. Kamprad had named his sons as the sole