IKEA Portugal is strengthening access to support for victims of domestic violence through a discreet and practical initiative that turns its customer service line into a confidential gateway to professional help. Developed in partnership with the Commission for Citizenship and Gender Equality (CIG), the initiative reflects Ingka Group's belief that "a better everyday life starts at home" and that home should be a place of safety and dignity.
© Ingka | Ikea
By selecting a dedicated option when calling IKEA Portugal's customer service line, victims of domestic violence can be anonymously redirected to qualified professionals at the national Domestic Violence Victim Information Service. Between January and September 2025, more than 1,000 callers selected this option, more than double the number recorded during the same period the previous year. The increase underlines how visible and simple access points can help people take a first step towards seeking support.
"These numbers have a double reading. On the one hand, they fill us with hope knowing that we are reaching more people who need help, breaking the cycle of silence. On the other hand, they reinforce the enormous responsibility we have, as a brand present in the homes and lives of so many Portuguese, to continue to use our voice for this cause. Our vision of 'creating a better everyday life' starts with ensuring that the home is a place of safety. When it is not, it is our duty to help create new beginnings, and that is what we will continue to do alongside partners such as CIG and other specialised entities," says Cláudia Domingues, Country Communication Manager at IKEA Portugal.
The collaboration demonstrates how an everyday customer interaction can be transformed into a direct and confidential request for help. The rising number of referrals reflects both the increased visibility of the service and the continuing prevalence of domestic violence in Portugal. Beyond immediate access to assistance, the partnership also supports programmes that help survivors regain autonomy and rebuild their lives.
"The partnership with IKEA is a powerful example of how we can create bridges of hope together. By enabling a redirection through the IKEA line to the Domestic Violence Victim Information Service, IKEA amplifies our ability to reach those who need it most, directly and safely. The increase in people selecting this option shows that when help is more accessible, people feel safer to take a first step," says Carina Quaresma, President of CIG.
The initiative in Portugal forms part of a broader Ingka Group approach to wellbeing, safety and inclusion. In other markets, including Australia, IKEA has also taken action to address the links between domestic violence and homelessness, reinforcing the role of the home as a foundation for security and everyday life across Europe and beyond.
More information:
IKEA
www.ingka.com
