Ikea Debuts Seriously Wild Private Brand Collaboration

This April IKEA is launching GILTIG – an eye-catching private brand collection of tableware and home textiles. It’s the result of a unique collaboration with London-based menswear designer Katie Eary.. GILTIG is a limited time collection which will be available in stores for  six to eight weeks.

ikea  - 201632_lemp01a_03_PH131929The first in a series of private brand collaborations between Ikea and fashion designers, Eary’s Giltig collection includes an selection of boldly patterned housewares, including dishes printed with colorful fish and cats, a cushion cover adorned with eyeballs and brains, and a cooking apron sporting blood-red dentures. In a video produced by Ikea, Eary explains that her inspiration for the collection was a cross between her younger brothers and a psychedelic, burnt-out Johnny Depp from Fear and Loathing in Las Vegas.Ikea 201632_lemp01a_01_PH132070

Eary says she jumped at the chance to design for Ikea when the company came to her seeking a way to appeal to a male audience. “I started it the way I would start any collection. I just collated loads of images, anything of everything I love in the home,” she says in the video. “I’m a print-based designer so obviously this is going to be a print-based collection.”ikea - 201632_lemp01a_02_PH132072

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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.