Free Subscription

  • Access 15 free news articles each month


Try one month for $4
  • Unlimited access to news,insights and opinions
  • Quarterly and weekly magazines
  • Independent research reports and forecasts
  • Quarterly webinars with industry experts
  • Q&A with retail leaders
  • Career advice
  • 10% discount on events

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 piece