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

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

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.

Join us, it's free.

Become a member to get access to:

  • Exclusive Content
  • Daily and specialised newsletters
  • Research and analysis

Join us, it’s free.

Want to read this article and others just like it? All you need to do is become a member of The Drum. Basic membership is quick, free and you will be able to receive daily news updates.