Mercury News: Down-to-earth designs
After testing more traditional designs, flowery fabrics and cushions, the company returned to its core product line. ``We started to dilute our identity. I would prefer that we contribute with something else,'' Simonsson-Berge said.
But Ikea did have to make some adjustments for its U.S. audience. Beds here are larger and mattresses softer. Glasses had to be bigger, too, because we like ice in our drinks. Platters and plates were enlarged to hold Thanksgiving turkey.
Ikea replaces on average 20 percent of its product line every year, said Simonsson-Berge, and the hot category right now is ``the green room.'' That's indoor-outdoor furniture. ``Whether you have a garden or not, the outdoor atmosphere is good for your well-being,'' she said. ``People want more natural living.''
Rattan and wicker have turned out to be the raw material chameleons, she said, working well with either traditional or modern decors.
