Ikea makes the bedroom next year’s focus with their new catalogue

Sheila Chiang
Lifestyle contributor
Young woman sleeping peacefully on her bed at home

SINGAPORE – A recent YouGov study revealed that 4 in 10 people get less than 7 hours of sleep regularly. With the lack of sleep linked to issues such as decreased productivity and poor immunity, Ikea decided to empower more Singaporeans to turn their bedrooms into restful havens and get the rest they need.

The cover for the 2020 catalogue sports a couple lounging in bed, laughing as they look comfortable and cosy in an Ikea bed, complete with bedding and furnishings from the Swedish brand.

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“Sleep is the red thread of this catalogue – from the cover, through each catalogue home and in products,” says Tanja Dolphin, Global Catalogue Manager, Ikea.

“It’s the ‘Peaceful Sleep Revolution’ because a good night’s sleep is universally important to everyone.”

The new Ikea catalogue with a focus on the bedroom. (PHOTO: Ikea Singapore)

Ikea aims to introduce easy and affordable ways to create feel-good bedrooms, that make home a relaxing abode for everyone.

Easy refreshes to the bedroom

A key feature of the new catalogue would be the showcase of easy change – how customers can breathe new life into old spaces with just a handful of items.

There are 6 different homes in the new catalogue, created based on universal, core emotional needs related to homes. This is to give customers ideas on how they can refresh their homes based on their lifestyle needs.

New collections for Ikea

Launching in October 2019 are new collections Markerad, Hantverk and Varmer.

Markerad is a collection of carpets, furniture and small pieces designed in collaboration with Virgil Abloh, the Artistic Director for menswear at Louis Vuitton and founder of fashion brand Off-White.

Hantverk Vase, S$29.90, available from Oct 2019. (PHOTO: Ikea Singapore)
Varmer collection, available from Oct 2019. (PHOTO: IKEA Singapore)
Hantverk cushion cover, $14.90, available from Oct 2019. (PHOTO: Ikea Singapore)
Varmer collection, available from Oct 2019. (PHOTO: Ikea Singapore)

Hantverk, meaning handicraft in Swedish, is a collection of handmade baskets, ceramics, textiles and more, created by artisans and inspired by Scandinavian design while VÄRMER is a collection of functional products inspired by daily life.

Additionally, Ikea has went ahead to lower the prices of 14 bulbs across the Ryet and Ledare LED ranges by 33%, making these one of the lowest priced LED bulbs in the market, available from a low price of $3.90 per pair. This is to encourage customers to convert to energy-saving and longer lasting LED bulbs than incandescent bulbs.

Customers can access copies of the new catalogue at the Ikea Tampines and Alexandra stores or the digital version via Ikea.sg/e-catalogue. Copies of the new catalogue will also be distributed to most households in Singapore.