Stores extend retail space to offer an even larger range Dubai, November 26, 2013: Swedish furniture retailer IKEA, part of the Al-Futtaim group of companies, has unveiled a newly redesigned Children's department. Customers and children can now expect to see a revamped area and a much larger product selection. The range has been enhanced to include children between the ages of 8 and 12. John Kersten, Managing Director IKEA UAE, Qatar, Egypt and Oman said: “As mentioned during the launch of the 2014 IKEA Catalogue earlier this year, the majority of IKEA customers in the Middle East are families with children. Therefore we decided to redesign and extend our children's range aims to serve these customers even better and improve their shopping experience. This is in line with our long-term priority of Living with Children,” said John. While complementing the existing range of IKEA children's furniture targeting the 0-2 and 3-7 age categories, the revamp signals IKEA's entry into a new age bracket of 8-12 years. The range introduces more than 100 new articles over this year and the next. This exciting range is designed to give youngsters opportunities to personalise their space and reflect their identity. Segmented into five distinct themes, the new range caters for diverse styling tastes and layouts based on children's interests from ‘Music and Performing', ‘Arts and Crafts', ‘Sports and Adventures', to ‘Online and Gaming' and ‘Animals and Nature'. “The revamp for the Children's department is designed around IKEA's four cornerstones. The first and probably most important point of focus is child safety. IKEA has zero tolerance for any health risks and has implemented this position in our designs. The second is our understanding of a child's perspective – for example our low product baskets and see-through containers allow young shoppers to see what we have on offer. The third is IKEA's knowledge of the market as a leader in the furnishing retail industry. The last and final cornerstone is our fundamental attention to keeping the products and business sustainable,” said John. IKEA stores in Dubai and Abu Dhabi have rolled out the new Children's IKEA layout encouraging an easy flow through the department across the age groups of 0-2, 3-7 and 8-12 years. It offers a spacious, easy-to-shop environment that allows interaction between children and the products. “Designed to help them touch, feel and choose their own products, we hope this change will fulfill our aim to extend IKEA's inspiration to our young customers. This is our attempt to increase direct interaction with the most important people in the world, our children,” John added.
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