(PRESS RELEASE) IKEA is launching UTSÅDD, a lively pet collection developed with input from veterinarians, pet product experts, and an exigent panel of cats and dogs, to ensure the relevance of each product. The playful collection of 29 products is based on research on the daily life, behaviors and preferences of cats and dogs at home, and focuses on four different activities: eat, sleep, play and hide. With UTSÅDD, IKEA seeks to simplify and brighten up life at home with pets by bringing joyful products that are easy to clean, resistant to everyday use and seamlessly blend into any home. UTSÅDD will be available at IKEA US beginning April 2024.
Cats and dogs are an essential part of the life at home of many people. More and more families choose to welcome four-legged, furry members and, like their human relatives, they have needs to be met. IKEA set out to develop a playful collection that considered the needs and wants of cats and dogs and their families, all while prioritizing safety. After a two-year journey and obtaining sign-off from a panel of cats and dogs, UTSÅDD is finally ready to make its debut in pet-loving homes across the world.
“At IKEA, we believe that pets are family. Our goal was to develop a collection of products that our cats and dogs love and that their human parents can feel good about and truly enjoy having as part of their home,” says Julia Rosenberg, product design developer at IKEA of Sweden AB.
UTSÅDD was developed around the four most common activities that cats and dogs carry out around the home – eat, sleep, play and hide. The collection is designed to make these activities enjoyable and easy to manage for both pets and humans.
- Colorful food bowls and a double-sided anti-slip placemat help minimize messes during mealtime. The bowls are ceramic and, therefore, heavier and less likely to move around, and the placemat helps keep them in place. They also come in multiple sizes and are dishwasher- and refrigerator-safe.
- A soft blanket and cushy bed help provide comfort and reduce anxiety during snooze time while blending seamlessly into the home. They come in different options, materials and sizes, and are water-repellent and machine-washable.
- Allen key- and bone-shaped toys invite hours of fetching, chewing, and searching for treats. The toys, which are made from natural rubber and fabric, were carefully designed to be durable and robust, yet gentle on teeth and gums.
- A modern tent and a rattan-made house make hiding deliciously cozy for cats, and a style-approved addition to any space. UTSÅDD also includes an updated version of the LURVIG range that blends nicely into the KALLAX shelving unit.
Prioritizing safety
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Pet safety was considered and prioritized at all stages of the development of UTSÅDD, and from as many aspects as possible.
“We formulated protocols and risk assessments based on our research, evaluations of previous pet collections, and input from our partner veterinarians and pet product experts. Our protocols include periodic chemical, mechanical and physical safety tests on all UTSÅDD products,” says Julia Rosenberg.
Additionally, all UTSÅDD products carry a label with symbols that aim to provide clear and user-friendly safety messages. These messages state, for example, that the owner should always be present when the pet is using the product, or that a product should be thrown away if it breaks. “We urge customers to read and become familiar with the safety label on UTSÅDD products,” concludes Julia Rosenberg.
The UTSÅDD collection will be available at IKEA US stores and online at IKEA-USA.com starting April 2024.
About IKEA
IKEA offers well-designed, functional and affordable, high-quality home furnishing, produced with care for people and the environment. There are several companies with different owners, working under the IKEA Brand, all sharing the same vision: to create a better everyday life for the many people. IKEA was founded in Sweden in 1943.
About the IKEA franchise system
The IKEA retail business is operated through a franchise system with franchisees that are authorised to market and sell the IKEA product range within specified geographical territories. Inter IKEA Systems B.V. is the owner of the IKEA Concept and worldwide IKEA franchisor, who also assigns different IKEA companies to develop the product range, supply products and deliver communication solutions. Today, 12 different groups of companies have the right to own and operate IKEA sales channels under franchise agreements with Inter IKEA Systems B.V.
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About Inter IKEA Group
Inter IKEA Group includes Inter IKEA Systems B.V., IKEA of Sweden AB, IKEA Supply AG and IKEA Industry AB related businesses. Inter IKEA Holding B.V. is the holding company for the Inter IKEA Group.
