17 December 2013
DOHA: Swedish furniture retailer IKEA, part of Al Futtaim group of companies, has unveiled a newly redesigned children's department.
Customers and children can now expect to see a revamped area and a much larger product selection. The range has been enhanced to include children between the ages of 8 and 12.
While complementing the existing range of children's furniture targeting the 0-2 and 3-7 age categories, the revamp signals IKEA's entry into a new age bracket of 8-12 years. The range introduces over 100 new articles.
Segmented into five distinct themes, the new range caters for diverse styling tastes and layouts based on children's interests from 'Music and Performing', 'Arts and Crafts', 'Sports and Adventures', to 'Online and Gaming' and 'Animals and Nature'.
"The revamp for the children's department is designed around IKEA's four cornerstones. The first and probably most important point of focus is child safety. IKEA has zero tolerance for any health risks and has implemented this position in our designs," said John Kersten, Managing Director IKEA Qatar, UAE, Egypt and Oman.
He said the second was their understanding of a child's perspective -- for example the low product baskets and see-through containers allow young shoppers to see what they have on offer.
The IKEA store in Doha has rolled out the new children's IKEA products encouraging an easy flow through the department across the age groups of 0-2, 3-7 and 8-12 years.
"Designed to help them touch, feel and choose their own products, we hope this change will fulfill our aim to extend IKEA's inspiration to our young customers," John added.
DOHA: Swedish furniture retailer IKEA, part of Al Futtaim group of companies, has unveiled a newly redesigned children's department.
Customers and children can now expect to see a revamped area and a much larger product selection. The range has been enhanced to include children between the ages of 8 and 12.
While complementing the existing range of children's furniture targeting the 0-2 and 3-7 age categories, the revamp signals IKEA's entry into a new age bracket of 8-12 years. The range introduces over 100 new articles.
Segmented into five distinct themes, the new range caters for diverse styling tastes and layouts based on children's interests from 'Music and Performing', 'Arts and Crafts', 'Sports and Adventures', to 'Online and Gaming' and 'Animals and Nature'.
"The revamp for the children's department is designed around IKEA's four cornerstones. The first and probably most important point of focus is child safety. IKEA has zero tolerance for any health risks and has implemented this position in our designs," said John Kersten, Managing Director IKEA Qatar, UAE, Egypt and Oman.
He said the second was their understanding of a child's perspective -- for example the low product baskets and see-through containers allow young shoppers to see what they have on offer.
The IKEA store in Doha has rolled out the new children's IKEA products encouraging an easy flow through the department across the age groups of 0-2, 3-7 and 8-12 years.
"Designed to help them touch, feel and choose their own products, we hope this change will fulfill our aim to extend IKEA's inspiration to our young customers," John added.
© The Peninsula 2013
