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The ‘Stockholm’ Syndrome: Ikea Lures Their Affluent Followers


Another interesting story from the Washington Post: Ikea is planning on creating a new line of furniture, The Stockholm Collection, to cater to a more affluent crowd who had grown up with the company’s cheap fittings but want something they can keep around the house now that they make a lot of money being important adults. So, in a sense, it’s like going to Design Within Reach, but you get to park a million miles away, wait in irritatingly long lines and buy cheap Scandinavian food. Here’s some:

“Market surveys said some of our customers felt they had perhaps outgrown some of the Ikea products,” says Peter Klinkert, Stockholm’s project manager. “We wanted to still be cost-conscious but offer another layer of products with great design and additional features.” Ten designers were chosen to create living room pieces, including round aluminum coffee tables ($199) and leaf-print lined curtain panels ($59.99 a pair).

Klinkert says his favorite is the espresso leather Stockholm sofa, which he still calls a bargain at $1,999. “It’s great quality and the design is a little retro Danish from the 1960s,” he says. “I couldn’t resist buying one for my own home.”

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