IKEA India Targets 12 pc Retail Sales from Kids' Category

The company, which currently sources only cotton-based soft toys from India, is also exploring to expand in some other categories such as wooden toys.
IKEA India Targets 12 pc Retail Sales from Kids' Category

IKEA, which has a range of over 1,000 products as part of its children's range, is aiming to scale up sourcing of toys from India for its operations. The Swedish furniture major is also targeting to have around 12 percent of sales from kids' range of products in the coming years.

The company, which currently sources only cotton-based soft toys from India, is also exploring to expand in some other categories such as wooden toys.

IKEA, which has participated in the India Toy Fair, said it is exploring opportunities to partner with several players in the toy segment, which is a big focus area of the company.

Kavitha Rao, Country Commercial Manager, IKEA India, said, “One of the main reasons why we are part of the toys fair is to increase sourcing of toys from India. Because we could be a large buyer and of course, it is contingent on meeting standards and design thoughts but we feel that there is a great opportunity for us to come together with some potential suppliers as part of the player as well.”

In India, 80 percent of households live with children.

“IKEA has a fairly large range of over 1,000 products as part of its children's range, which contributes around 6-8 percent currently, and we aim to reach 10-12 percent in the near future,” Rao stated.

Apart from toys, the range covers beds and mattresses specifically made for children, ergonomic storage, and seating solutions made for a child, among others.

IKEA said the India Toy Fair would help it connect with new partners and understand the ecosystem here.

Besides cotton, IKEA is sensing an opportunity to source wooden toys for its stores.

Rao said, “If you look at our range, we do have a range of wooden-based toys. So, if we had the opportunity to source some of that from India, we would definitely like to explore it.”

However, she also added that IKEA with forestry-certified wood, as it always sources from sustainable sources.

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