IKEA Is Dropping Furniture Collections Like It’s Nike

IKEA Is Dropping Furniture Collections Like It’s Nike

Homeware co seems to be taking a sneaker-company approach to its sales and marketing by testing hip limited editions in the market

Piers Fawkes, PSFK
  • 10 may 2018

IKEA has been pushing the edges of its product offering at a breathless rate. The retailer followed up on the recently announced skateboard-lifestyle inspired line by Chris Stamp with a furniture collection by hip fashion designer Virgil Abloh.

The Markerad range is aimed Gen Z and Millennial adults moving into their first homes. To appeal to this audience, Abloh took classic pieces and gave them subtle ironic twists.

As part of the collection, the designer created a glass cabinet with a wooden frame which not only stores goods but also acts as a showcase of those products (think: sneakers). Dezeen reports that Abloh said he came up with the idea for the credenza after forgetting about items that he owns—and that he hopes it will help to reduce unnecessary purchases.

The product range was launched at a small event in New York before an audience of influencers and livestreamed. Here’s the feed:

IKEA seems to be taking a Nike approach to its sales and marketing by dropping limited editions into the market to see how a new generation of buyers reacts and the product sells. In particular, it was noteworthy that all items on display were also labeled ‘prototype.’


+Brand Introduction
+consumer goods
+fashion / apparel
+fitness / sport
+gen Z
+limited edition
+Product Launch

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