IKEA UK Creates UTSÅDD, First Ever Range for Pets

May 27, 2024  by HFBusiness Staff in Business Strategy, Industry   

“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. We hope this partnership not only raises awareness of adoptions but also provides solutions and inspiration of how to create a comfortable living space for furry companions,” Michaela Quinlan, country commercial manager, IKEA UK and Ireland.

The lookbooks highlight the importance of supporting pet charities and the wonderful pets who are looking for new homes, while showcasing IKEA’s paw-some new pet furniture range, UTSÅDD: IKEA’s first ever range for pets.

In 2023, Woodgreen saw a 62% increase in abandoned pets as well a huge increase (253% year-on-year) in people looking to give up their pet due to financial reasons, primarily the rising cost of living.

Last year alone, a total of 8,821 pets were helped through the charity’s service. The collaboration with IKEA UK aims to support Woodgreen’s mission of giving thousands of pets a brighter future, through safe shelter and specialist care. The charity is also here for owners in need of advice and support too, preventing people from having to make the heart-breaking decision to give up a pet for reasons beyond their control.

The Cat-alogue and Dog-alogue feature paw-fect imagery of cats and dogs in various IKEA pet furniture settings. From cozy cat beds and scratching posts to stylish dog beds and cat houses, each lookbook gives the animals the portraits they so rightly deserve.

The lively UTSÅDD collection has been developed with input from veterinarians, pet product experts, as well as an excitable panel of cats and dogs – genuinely! The resulting 29-piece range was developed around the four most common activities that cats and dogs do in the home – eating, sleeping, playing, and hiding – all designed to make these activities fun and easy to manage for both pets and people.

As well as a monetary donation, for those who are at Woodgreen, all furniture featured has been donated to the rehoming centre for the pets to enjoy, giving them the best quality experience possible – and helping them rule the roost there as well.

“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. We hope this partnership not only raises awareness of adoptions but also provides solutions and inspiration of how to create a comfortable living space for furry companions,” says Michaela Quinlan, Country Commercial Manager, IKEA UK and Ireland.

Fiona Cooke, head of specialist services, Woodgreen Pets Charity adds, “Every pet deserves a loving home where they feel safe and happy. It’s so important that dogs and cats have spaces to rest and call their own, as well as opportunities to play and have fun – both during their time with us at Woodgreen, and when they move on to their new homes.”

“We’re absolutely delighted to be partnering with IKEA to raise awareness of what we do, and celebrate rescue pets of all shapes and sizes!”

Through this partnership, IKEA UK is actively supporting Woodgreen’s mission to help pets and their people – providing a brighter future for thousands of pets.

The full lookbook, including details on how to see which pets are looking for new homes at Woodgreen, can be found at www.IKEA.co.uk/woodgreen.

Access the Cat-alogue and Dog-alogue here:

https://www.ikea.com/gb/en/files/pdf/bb/38/bb381104/ikea_woodgreen_petscharity_cat-alogue_digital.pdf

https://www.ikea.com/gb/en/files/pdf/df/c8/dfc8f691/ikea_woodgreen_petscharity_dog-alogue_digital.pdf