Analysis: Is Ikea ready to become a lifestyle brand?

On Thursday, Ikea will be launching a limited edition 10-piece clothing and accessories range in Australia, both online and in-stores. Could this be a publicity stunt or the beginnings of the Swedish furniture giant expanding into a lifestyle brand?  Ikea’s Efterträda collection debuted in Japan last year, then was released in Singapore, Thailand and South Korea, featuring t-shirts, hoodies, towels, water bottles, tote bags and key rings, adorned with the Ikea logo. Some of the pieces ev

This content is for IR Pro subscribers only.

Subscribe now to unlock an all-access pass.

IR Pro - monthly

$5 +GST for the first 30 days. (Auto renews at $28+GST per month.)
  • Unlimited news access
  • Exclusive members only masterclasses (live and on-demand)
  • Weekly careers advice
  • Weekly and quarterly digital magazines delivered to your inbox
Subscribe now
MOST POPULAR

IR Pro - annual

$312 +GST per year. (Auto renews annually.)
  • Unlimited news access
  • Exclusive members only masterclasses (live and on-demand)
  • Weekly careers advice
  • Weekly and quarterly digital magazines delivered to your inbox
Subscribe now