IKEA's approach to the furniture business enables it to rack up impressive growth in an industry in which overall sales are flat. Sourcing furniture from more than 1,500 suppliers in 50 countries helps the company maintain its low-cost position. IKEA has also opened stores in emerging markets, such as in Central and Eastern Europe. Because many consumers in those regions have relatively low purchasing power, the stores offer a smaller selection of goods, and some of the furniture was designed specifically for the cramped living styles typical in former Soviet block countries. Throughout Europe, IKEA benefits from the perception that Sweden is the source of high-quality products. In fact, one of the company's key selling points is its "Swedishness." IKEA also operates in emerging markets like Russia, where its core strategy and anticorruption policies have been effective.