Ikea offers own-brand white goods

Swedish furniture chain Ikea is to launch an own brand range of in-built fridges, cookers and ovens with products supplied by US consumer electronics company Whirlpool.

The eight-strong chain sells Zanussi gas and electrical products in its stores and from its catalogues, but these are to be dropped, according to an Ikea spokesman.

The Ikea branded range of kitchen appliances will be launched in UK stores and catalogues from early September, and may be introduced to stores in other countries – the company has 70 stores around Europe. Ikea already has its own range of branded toasters, irons and expresso machines.

Ikea in the UK is also considering dedicating part of its stores to the sale of computers. It in pre liminary talks with a computer manufacturer about putting the machines on display in the office furniture department.

Prospective purchasers will be able to test the computers and order them direct over the telephone from the manufacturer.

“If someone is going to buy office furniture there is no reason why they shouldn’t buy a computer at the same time,” says the Ikea spokesman.