IKEA Debuts New Pet Range

Have you ever felt like your cat or dog wasn’t just a pet, but a member of the family? It’s exactly that focus that led IKEA to create the comprehensive LURVIG private brand pet range. Created by pet loving designers with support from trained veterinarians, the range covers all the bases of life with pets indoors and out.

To understand what pets need, IKEA needed to think like them. That’s why they brought in pet-loving designers and trained veterinarians to help develop IKEA’s cat and dog home collection. The LURVIG range was created with pets’ natural needs and behavior as starting points.

LURVIG offers a wide range of pet furniture and accessories with plenty of colors, patterns and textures to choose from. From cozy cat igloos and snug dog beds to easy-to-clean cushions and ceramic bowls, there is something that your pet will surely love.

LURVIG fits easily into IKEA classics, like a cat house that fits perfectly into a KALLAX shelving unit. Or a pet-sized version of the iconic KLIPPAN sofa that matches our human-sized ones. There is also a smart cat house that slips over a simple MARIUS stool.

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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.