Despite its standard formula, however, IKEA has found that global success requires that it adapt its offerings to the tastes and preferences of consumers in different nations. IKEA first discovered this in the early 1990s when it entered the United States. The company soon found that its European style offerings didn’t always resonate with American consumers. Beds were measured in centimeters, not the king, queen and twin sizes that Americans are familiar with. Sofas weren’t big enough, wardrobe draws were not deep enough, glasses were too small, curtains too short, and kitchens didn’t fit U.S. size appliances. Since then IKEA has redesigned its offerings in the U.S. to appeal to American consumers, and has been rewarded with stronger stores sales. The same process is now unfolding in China where the company plans to have 10 stores by 2010. The store layout in China reflects the layout of many Chinese apartments, and since many Chinese apartments have balconies, IKEA’s Chinese stores include a balcony section. IKEA has had to adapt its locations to China, where car ownership is still not widespread. In the West, IKEA stores are generally located in suburban areas and have lots of parking space, but in China they are located near public transportation, and IKEA offers delivery services so that Chinese customers can get their purchases home.