Growing Up. Following our recent post on IKEA's Stockholm Collection, The Washington Post follows up and prints a brief explanation of the higher-than-usual prices:
"Market surveys said some of our customers felt they had perhaps outgrown some of the Ikea products," says Peter Klinkert, Stockholm's project manager. "We wanted to still be cost-conscious but offer another layer of products with great design and additional features."...
This is a strategy that has been growing in popularity. Well-known brands spinning off in new price points to retain old customers and attract new ones — Williams-Sonoma, Inc.(Pottery Barn, West Elm) recently went after a more affluent customer with the launch of,Williams-Sonoma Home.
Via Racked and Unbiege.