Ikea focuses on families
Retail Editor 2 -- Home Textiles Today, July 18, 2013
New York - Doing more with less in a family-friendly environment the theme being sounded by Ikea this fall and showed off during a preview here last night in a Fifth Avenue studio space.
"From a consumer standpoint, we see people looking for more creative ways to change up their homes. I believe one of the best ways to do that is with textiles," said Leontyne Sykes, chief marketing officer for the U.S. division.
Josie Berlin, interior design leader for Ikea U.S., said the concept of family has also changed.
"We have more multi-generation families now. We have families with children who have two households," she said. "And things have changed for families - shrinking pocketbooks, shrinking space."
In addition to new items from the general collection, Ikea this fall is expanding its Stockholm collection. Built around better materials at affordable price points, Stockholm since 1984 has been a living room program. Now it's moving into bedroom and dining.
In textiles, Stockholm includes black velvet upholstery and 100% cotton fabrics at $8.99 per yard as well as two rug constructions: wool pile and flat-woven, reversible wool.
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