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Ikea Focuses on Families

NEW YORK - Doing more with less in a family friendly environment is the theme being sounded by Ikea this fall and showed off during a preview here last week 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.

Leontyne Sykes, chief marketing officer for the U.S., with some of Ikea’s new dec pillows.
Josie Berlin, interior design leader for Ikea U.S., said children often help pick out the items they want to decorate their rooms.
Known for its bold patterns and bright colors, Ikea is also creating neutral ensembles that invite kids to pile into bed with their parents.
Ikea used fabrics and rugs from its Stockholm collection to create an outdoor living space.

      "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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