Ikea Set To Launch Private Brand Electronics

Today, the worlds largest furniture maker, Stockholm Sweden’s iconic retailer IKEA announced that it will begin selling Private Brand TVs and sound systems that are fully integrated into its furniture later this year. The roll out will  begin in Europe in late 2012 and continue to the US and the remainder of the world in the spring 2013.
In a world where bricks & mortar based retailers are becoming showrooms for Amazon, this smart move by Ikea will further build their brand and create a real point of differentiation. Bravo.
The product will come in three different designs each of which includes a LED TV, a sound system with wireless bass speakers, an internet connection and CD, DVD and Blue-ray players that are fully integrated into IKEA furniture that cleverly hides the ugly cables. And in the typically Ikea way the retailer has solved the chaos of multiple remotes and all the electronics require only a single remote control. Packages will start at $955
The new products are developed in co-operation with China-based TCL Multimedia.



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Christopher Durham

Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan).

Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s.
Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago.

Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.