London housebuilder announces “exciting” collaboration with IKEA

Barratt London has announced a “major” collaboration with home furnishings retailer IKEA. Homebuyers across the capital will have the opportunity to “put their own stamp” on their new properties with three specially commissioned furniture sets from IKEA.

There will also be the option for buyers to personalise packs, and advice will be provided on how to incorporate any loved furniture items buyers might already have. Packs will range in price from £6,000 to £12k which includes furniture, linens, window dressings, home accessories and kitchenware.

Craig Carson, managing director of Barratt West London, commented: “Becoming a homeowner is a big step, as is moving up the ladder for many, so as the biggest housebuilder in the UK, we’re always thinking about how we can make these moves as easy as possible.

“This collaboration will give buyers an opportunity to not just buy a home, but to find their own personal style and create a home they are proud of. We have worked closely with IKEA to select products and options that can evolve with the homeowner.”

Michael Hawkins, London area manager, IKEA UK, added: “At IKEA, we always strive to create better homes for the many, and are dedicated to making sure that our product ranges are created in a way that meets the ever-changing needs of our customers.

“This exciting collaboration with Barratt London will enable us to do just that and we look forward to reaching new homeowners with this range of beautiful and affordable furniture.”

Flexibility and sustainability are at the heart of design choices for each IKEA furniture pack. Products have been specially chosen that can “adapt as trends and life changes”. An example of this is the modular VIMLE sofa and its removable, washable cover, which means homeowners can quickly update the size, colour and pattern.

Charlotte Markham, IKEA for business leader, IKEA London, explained: “We sought to use furniture from our core ranges, which will have their own perennial lives. We built these packs around the products that are already in high demand, for example, we know that 80 per cent of people buy grey sofas so we made sure these were included as an option.”

“I’m a real believer in letting a space evolve and having products that can do so with you. The beauty of these packs is that they can be changed to suit every lifestyle.”

By Matthew Neville – Senior Correspondent, Bdaily

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