Lifestyle, Bicycles & Ikea

Ikea sladda 1This August, Scandinavian retailers IKEA are pushing their iconic cheap ethos further into their customers lifestyle with the introduction of their first ever private brand bicycle.

Made in cooperation with design studio  Veryday the new unisex bicycle will be available in one color, two sizes, and have a array of customizable add-ons and extras.

“Sladda is like a tablet with apps,” says Oskar Juhlin, Director of Industrial Design at Veryday, “in the sense that you can customize it with several different accessories adapted to make everyday life easier for the user.

“Sladda enables the user to replace the car and by doing so contributing to a more eco-friendly environment.”

ikea-sladdaThe two 26-inch and 28-inch bicycles uses a belt drive rather than a regular chain to avoid rust and has ‘back-pedaling’ breaks to eliminate the need for cables. IKEA have also given the Sladda an automatic gear-change system.

“At IKEA, we’re not just making things,” says Marcus Engman, Head of Design at the Swedish company, “we’re using design to make things better. We work with what we call Democratic Design, where we make sure our products have great function, are beautifully designed and made to stand everyday life while being sustainable – all made accessible through low prices.

“We can see all of these qualities in the ‘Sladda’.”

IKEA spokesperson Annique van der Valk believes that the Sladda will also be a hit with the company’s environmentally-aware customers. “It is a perfect fit with what IKEA stands for,” says van de Valk, “offering customers healthy and environmentally-sound solutions.”

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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.