Retail in Asia


Ikea enters the wellness space with limited-edition fitness line

Ikea now wants to make the home a more active space.

Slated to launch globally in January 2024 for six months or until supplies last, Ikea’s ‘Dajlien’ is its debut fitness collection, designed to support daily movement and foster healthy habits at home. Consisting of 19 products, the line aims to address the challenges of exercising at home and provide accessible workout solutions.

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The name “Dajlien” derives from the word “daily” in the accent of Småland, the birthplace of Ikea, emphasising the collection’s focus on everyday fitness.

Source: IKEA

“Not everyone feels safe or comfortable going to a gym and at home we often deal with small space and time constraints. Dajlien was born from the desire to find smart solutions that address these limitations and help people create a convenient and motivating place for exercise,” says Ikea designer Sarah Fager. “We wanted to create smart, beautiful products to inspire and redefine training as a fun, easy and natural everyday activity.”

Ikea looks to capitalise on a wellness boom that has been at least partially prompted by the pandemic. A 2022 report by the Global Wellness Institute revealed that the Asia-Pacific region has emerged as the frontrunner in the global wellness market, boasting an impressive value of USD1.5 trillion. Following closely behind are North America, with a market value of USD1.3 trillion, and Europe, with USD1.1 trillion.

Source: IKEA

Insights gained from visits to homes in New York, Chicago, London, and Shanghai informed the development of the collection, according to Ikea.

By understanding the challenges associated with working out at home, such as motivation, limited space, time constraints, and the perceived discomfort of traditional gym environments, Ikea sought to create solutions with adaptable products designed to be utilised in various ways.

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“Dajlien is all about supporting movement and helping people live more active lives at home. We have designed a collection that helps bridge the gap between home and active life, that recognises that training can take many shapes and forms and that you don’t need a lot of space to do a simple workout,” adds designer Akanksha Deo.