IKEA is best known for its affordable, modern furniture and home furnishings with names like “Mlalmgörn” and “Slüfstaflorg.” (Bet you didn’t even notice that we made those up.) But the retailer has also dabbled in branded merchandise and apparel, previously turning its iconic shopping bags into bucket hats and launching a limited streetwear line. Now, it’s making more of an official foray into branded apparel.
The company recently opened a new store in the Harajuku neighborhood of Tokyo. In addition to the usual assortment of furniture and (presumably) Swedish meatballs, shoppers will also be able to find the Efterträda collection, IKEA’s first true foray into merchandising. The two main pieces are a T-shirt and a hoodie with extremely IKEA branding:
The collection also includes two different beach towels and a tote bag, with a branded water bottle and an umbrella rounding it out:
All of the items are decorated and designed in IKEA’s clean, minimalist style, down to the barcode motif. Here’s what IKEA said in a news release announcing the launch:
High end fashion brands have paid homage and brought IKEA’s design to the catwalk, whilst fake logo T-shirts are commonly seen in the streets of Tokyo. Now it’s time for the real thing with the launch of the “EFTERTRÄDA Collection.”
In close partnership with IKEA of Sweden, IKEA Japan has developed a collection both inspired by, and made for, the people of Tokyo.
“EFTERTRÄDA” is Swedish for “successor.” Could our clothing and accessories line succeed our home furnishing solutions?
That last part is the million-krona question. The limited-time collection will be available only at IKEA’s new Harajuku store, but with the considerable hype surrounding the opening—IKEA is billing the compact, urban location as a “convenience store”—it’s possible that the company is testing branded merchandise for wider distribution down the line.
Just another major company buying into the power of branded merchandise.
