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Ikea Marketing

Ikea is creating limited edition ‘scents’ with perfume brand Byredo


By Minda Smiley, Reporter

June 14, 2017 | 2 min read

Ikea’s next foray into the home decor space will involve a number of scents created in partnership with Swedish perfume brand Byredo.

Ikea scent

In a post that’s light on details, the global home furnishings giant said that the company is pairing up with Byredo founder Ben Gorham to explore new ways of bringing scent into homes everywhere.

“I know most people have associations of visiting their grandmother’s house – whether it’s her perfume or the flowers or her cooking – smell is a very relevant part of the home. It creates a sense of comfort and security. We seldom speak of it and I think this project enforces that as well: getting people to think about smell,” Gotham stated. “We’re trying to develop a ton of smells enforcing the idea that everyone has a different relationship to it, and nothing is right or wrong.”

While Ikea hasn’t explicitly stated how exactly these scents will be packaged and sold, it did say that the “aromatic collab” could lead to a product that smells like the retailer’s Swedish cinnamon buns.

Ikea also recently announced that it is partnering with Virgil Abloh, founder of fashion brand Off-White, to create a collection of furniture that will appeal to millennials.

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