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Ikea unveils collection of home fitness and wellness essentials

Dajlien collection by Ikea, The Netherlands

Dajlien Collection by Ikea, The Netherlands

Global – Ikea is stepping into the home fitness arena with the launch of Dajlien, a limited-edition collection set to hit markets in January 2024. Showcased at Miami Art Week 2023, the collection boasts 19 versatile, portable and compact fitness products, including a stylish wooden bench that doubles as storage, inspired by vintage gym equipment. Designed for convenience, the bench transforms into a non-slip mat-topped coffee table.

Dajlien offers a range of fitness gear, from non-slip mats and bamboo step-up boards to ring-shaped dumbbells. Going beyond conventional exercise equipment, the brand integrates stress relief and recovery products into this new line, such as an air purifier, yoga straps, kneepads, a massage ball and a portable Bluetooth speaker.

Ikea’s Dajlien addresses the challenges of limited time and space, providing smart solutions for a convenient and motivating home exercise space. Akanksha Deo, a designer at Ikea, said: ‘Dajlien is all about supporting movement and helping people live more active lives at home.’

As explored in Home States Futures: Residential Retail, the multi-faceted roles of the home are pushing brands to release new products and services for home gyms, home offices, home spas and more.

Strategic opportunity

Homeware and furniture brands should consider how to develop adaptive furniture to tap into the growing demand for multifunctional home spaces

Greggs and Fenwick open Bistro Greggs pop-up restaurant

Sausage Roll by Bistro Greggs at Fenwick Newcastle, UK

Bistro Greggs at Fenwick Newcastle, UK

UK – Department store group Fenwick and popular high street bakery chain Greggs have collaborated on a Bistro Greggs pop-up restaurant at the Fenwick store in Newcastle, from 1 to 31 December 2023.

Celebrating two powerhouse brands founded in the northeast of England, Bistro Greggs’ Parisian-inspired venue will serve bespoke iterations of Greggs’ favourite menus, paired with Fenwick Food Hall wines and a signature The Pink Jammie Fizz cocktail – inspired by Greggs’ hard-to-resist iconic Pink Jammie doughnut.

The menu – designed by Fenwick executive head chef Mark Reid in collaboration with Greggs – includes items such as a Greggs Festive Bake served with duck-fat roasties, smoked pancetta, chestnuts and sprouts, a Greggs Benedict (Greggs Sausage, Bean and Cheese Melt re-imagined with smoked ham, poached Cacklebean eggs and a velvety Hollandaise sauce), and a Greggs Yum Yum with caramel sauce and macadamia brittle.

In a celebration of humble everyday food, the collaboration uses the cultural hype around Greggs to provide instant credibility and ‘cool’ to Fenwick’s new French-inspired fine dining experience, while simultaneously feeding into Food’s Fashion Strategy, merging fashion and food to attract the attention of a wider audience.

Strategic opportunity

Consider unexpected brand partnerships that merge high and low culture to put your brand in front of new eyes and create an instant buzz around your campaign

Meet Obayaty, the unapologetically masculine beauty brand

Obayaty

Global – Make-up by men for men – that’s the promise of newly founded beauty brand Obayaty. As most beauty brands looking to introduce men to colour cosmetics opt for unisex lines, Obayaty is designed specifically with the male consumer in mind, from the packaging to formulations catering for male skin concerns.

Backed by high-profile creatives including songwriters and producers Max Martin and Savan Kotecha, the brand is opening an alternative path into the landscape of beauty for male-identifying consumers. The goal is to promote daily beauty routines that elevate wellbeing and confidence, an inclusive approach to cosmetics but with the aesthetic and messaging that will resonate with the target audience.

Obayaty’s initial collection includes multipurpose skincare products and colour cosmetics, ranging from lightly covering eye cream to eye pencils in bold and bright colours. Most products come in sleek, dark metal packaging with a refillable system to help reduce waste while allowing a luxurious user experience.

In our Identities topic, we track developments relating to diversity and inclusion – including evolving masculinity.

Strategic opportunity

Obayaty’s approach shows how businesses can normalise and democratise gender non-conforming habits. With men’s mental health being raised as a growing concern, how can your business empower men to engage in wellbeing rituals and self-care routines?

Stat: US surgeon general raises concern about global cost of depression

Dr. Tony Nader encouraged a moment of consciousness at the start of Global Wellness Summit 2023, Miami, US

Global – Dr Vivek Murthy, the US surgeon general, has told Fortune that the economic toll of depression is immense, costing the global economy some £795.4bn ($1 trillion, €925.6bn) annually, which shows the severity of the issue. Furthermore, he highlighted the crucial link between the growing loneliness epidemic and rising depression rates. The World Health Organization estimates that 280m people globally suffer from depression. Murthy urges workplaces to adopt supportive environments to mitigate these mental health issues.

Dr Murthy’s advisory suggests that such environments not only combat loneliness but also enhance employee satisfaction and productivity. This is supported by an Ipsos survey, which found that 88% of US workers reported increased productivity when they felt a sense of belonging, underlining the significant impact of workplace wellbeing on both mental health and economic productivity. This is an important concern that businesses should consider tackling when developing their Work States Futures plans.

Strategic opportunity

Businesses and players in the care industry should also consider turning to artificial intelligence to create AI Companions that can offer assistance and emotional support to those suffering from loneliness