Ikea China and Republic of Gamers
Ikea China and Republic of Gamers
Ikea China and Republic of Gamers
Global – Ikea’s first range of affordable PC gaming furniture makes it easier for gamers to have a professional set-up at home.
Designed in collaboration with hardware brand Republic of Gamers, the eSports collection spans six design themes and 30 products. Among the furnishings on offer are gaming chairs to suit multiple interior styles, and accessories such as cupholders, mouse guards and a ring light for live-streaming.
Launching initially in China before a global roll-out later in 2021, the range is purposely accessible with prices from £33 ($46, €38) to £275 ($386, €318), giving amateur gamers a chance to buy furniture that was previously too expensive. ‘We believe there’s a lot to be done to democratise the gaming experience,’ says Ewa Rychert, global business leader of workspace at Ikea. ‘Now we take the first step on our gaming journey, and we do it by presenting affordable, high-performing gaming products and complete solutions that we hope reflect people’s personality and taste.’
With this collection, Ikea is appealing to the Deprogrammers generation, creating accessible products for this diverse group of web-first consumers.
