IKEA is launching UTSÅDD, a range of pet products, online and in-store in Australia from April 2024.
The collection includes food bowls, blankets, beds, toys, and rattan-made houses, and has been designed around four main activities: eat, sleep, play, and hide.
The Swedish furniture giant’s move comes after Bunnings moved into the field in early 2023, when they announced an expanded category that features close to 1,000 pet products.
At the time, leaders in the pet industry were in agreement that as long as independent and smaller pet stores focused on what makes them different and their quality of service, there should be no need for worry.
Julia Rosenberg, Product Design Developer at IKEA of Sweden AB, said their goal was to develop a collection of products that cats and dogs love and that their human parents can feel good about and truly enjoy having as part of their home.
“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.”
To stay up to date on the latest industry headlines, sign up to the Pet Industry News e-newsletter.