TO GO WITH AFP STORY "Better Sleep to Ev

HAELSINGBORG, SWEDEN: TO GO WITH AFP STORY "Better Sleep to Everyone" is written in Swedish on the pillow next to Ikea president Anders Dahlvig, 47, in the bedroom department at the store in Haelsingborg 01 December 2004. Ikea's main push right now is in bedroom furnitures and textiles. Dahlvig told a group of French reporters here, "If we had been listed, you would be hasseling me with financial questions and we wouldn't be able to talk about our products." As a privately held company Ikea manages to avoid publishing any financial results beyond its turnover, which it said was 12.8 billion euros, or 17.1 billion dollars last year, and can thus avoid much negative coverage of its earnings or business practices. Instead the company, which earlier this year was valued by Swedish financial magazine Veckans Affaerer at 400 billion kronor (60.3 billion dollars, 45 billion euros), has focused on getting the media to talk about its products and to tell the feel-good story of its found Ingvar Kamprad's meger beginning as a match salesman. AFP PHOTO - SVEN NACKSTRAND (Photo credit should read SVEN NACKSTRAND/AFP via Getty Images)