IKEA Expands 'Exclusive' Branded Apparel Line to Singapore
IKEA, best known for its culinary innovation and also its furniture, has been venturing into the branded apparel world, at least in Asian markets. Earlier this year, the company released its first apparel line called EFTERTRÄDA exclusively in Japan.
IKEA Japan has launched a namesake t-shirt & accessories collection... EFTERTRÄDA pic.twitter.com/4mvj8OuoNf
— My Life My Style (@MLMS4ever) August 4, 2020
Originally, it was supposed to end up in stores in Tokyo, but the IKEA Singapore website advertised that it would receive products from the EFTERTRÄDA line, too.
— Mothership.sg (@MothershipSG) December 2, 2020
If you’re wondering what that word means (like we do every time we buy a dresser or lamp), it’s Swedish for “successor,” and plays into the theme that the apparel and accessories line “follows [IKEA’s] approach to home furnishing with a simple, minimalist take.”
The product line reportedly includes T-shirts and hoodies, as well as some accessories like tote bags, an umbrella and bath towels.
There is something undeniably appealing about that minimalist design and branding IKEA is known for, and it works well on apparel. Hopefully there’s no assembly required, because putting together a T-shirt with a tiny Allen wrench seems like it'd be a pain.
And if the line is successful in Tokyo and Singapore, it could end up worldwide. From there, apparel could be a new facet of IKEA's business. Hey, if you can be known equally for home decor and meatballs, the sky is really the limit.