IKEA prepares to move up-market
THE Swedish retail chain IKEA is set to unveil its first premium range of household items this summer in a bid to ditch its cheap and cheerful reputation.
Bosses at the company say the new range, called the Stockholm Collection, aims to address shoppers' fears that its products are poor quality. The 82-piece home furnishing range uses superior materials, including velvet, mohair and leather.
The collection, which includes TV cabinets, chairs and tables, pitches it firmly against other retailers such as Habitat, Heals and John Lewis.
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Friday 17 February 2012
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