IKEA Launches Global Sleep Improvement Campaign with Record-Breaking Pyjama Gathering

IKEA Launches Global Sleep Improvement Campaign with Record-Breaking Pyjama Gathering

(IN BRIEF) IKEA is launching a year-long campaign focused on improving sleep quality, starting with an attempt to break the GUINNESS WORLD RECORDS™ for the largest pyjama gathering in Älmhult, Sweden, on August 28th. The initiative responds to increasing customer demand for better sleep solutions and highlights the importance of sleep for well-being. Following the record attempt, IKEA will host global pyjama-themed events and promote six key factors for good sleep, aiming to make quality sleep accessible to all. The company is also focusing on sustainability, with plans to recycle as many mattresses as it sells by 2030.

(PRESS RELEASE) LEIDEN, 14-Aug-2024 — /EuropaWire/ — IKEA has announced an ambitious plan to break the GUINNESS WORLD RECORDS™ for the largest gathering of people wearing two-piece pyjamas in Älmhult, Sweden, on August 28th. This event will kick off a year-long initiative focused on improving sleep quality for customers worldwide. The campaign comes in response to growing customer demand for better sleep solutions, as highlighted by IKEA’s recent Life at Home report, which found that 55% of people consider sleep their most important well-being activity.

Despite widespread recognition of sleep’s importance, many still struggle with sleep quality, particularly among socio-economically disadvantaged groups and university students. IKEA plans to address these issues by promoting six key factors for good sleep: comfort, light, temperature, sound, air quality, and decluttering.

Following the record attempt, IKEA will host global pyjama-themed events on August 31st, where customers visiting stores in their pyjamas can participate in activities and receive special offers. This initiative aims to make quality sleep accessible to everyone, regardless of their lifestyle or budget, while also expanding IKEA’s customer base and market share.

IKEA has committed to innovating its sleep product range and improving sustainability, with goals such as recycling as many mattresses as it sells by 2030, thanks to investments in mattress dismantling technology.

About Ingka Group

With IKEA retail operations on 31 markets, Ingka Group is the largest IKEA retailer and represents about 90% of IKEA retail sales. It is a strategic partner to develop and innovate the IKEA business and help define common IKEA strategies. Ingka Group owns and operates IKEA sales channels under franchise agreements with Inter IKEA Systems B.V. It has three business areas: IKEA Retail, Ingka Investments and Ingka Centres. Read more on www.Ingka.com.

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SOURCE: Ingka Holding B.V