Analysis: Is Ikea ready to become a lifestyle brand?

On Thursday, Ikea will be launching a limited edition 10-piece clothing and accessories range in Australia, both online and in-stores. Could this be a publicity stunt or the beginnings of the Swedish furniture giant expanding into a lifestyle brand?  Ikea’s Efterträda collection debuted in Japan last year, then was released in Singapore, Thailand and South Korea, featuring t-shirts, hoodies, towels, water bottles, tote bags and key rings, adorned with the Ikea logo. Some of the piece

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