Ikea Enters Fitness With At-Home Workout Collection

December 11, 2023

Ikea, best known for its budget-friendly furniture and decor, is capitalizing on the rising consumer trend toward health and fitness with plans to launch a limited 19-piece at-home workout collection that gives a new definition to “functional fitness.”

Dubbed the Dajlien (‘Daily’) collection, Ikea says its upcoming fitness product line supports everyday movement and creates healthy habits while complementing the home. The Netherlands-based and Sweden-founded furniture and decor retailer is rolling out the collection in January 2024, perfectly timed when many consumers are eager for a post-holiday reset. Athletech News