Companies seek to utilise sustainability strategies to gain a competitive advantage and improve their performance. This research focuses on the role that sustainability plays in companies and its impacts on the firm performance and competitive advantage by taking Ikea as a case study. Ikea has made significant efforts to promote sustainability. The environment and local communities have benefited greatly from it. Ikea creates a variety of environmentally friendly items, such as those that conserve water or energy. It has also adopted new packaging techniques that can cut down on shipping and emissions. Additionally, many of Ikea's stores, shopping centres, etc. now have solar panels installed. Ikea engages in several sustainability strategies that are effective in preserving resources. Despite all of Ikea's environmental initiatives, the research revealed that Ikea sees sustainability as a competitive advantage. However, focusing on other sustainability practices in the future may have a positive impact on the company's performance. Starting with customer awareness of and interest in sustainable development, as well as customer satisfaction with the company's sustainable products, the impact may be felt over a longer period.