The popular Ikea brand is finally taking its first steps into the fashion game.
The Swedish fashion house, owned by IKEA, is starting to release new clothing and accessories from its home country and the United States, in an attempt to reach out to customers in the United Kingdom and Australia.
Ikea has launched its first two stores in the U.K. and Australia and launched a second store in the UK and Australia later this year.
The new stores are called Ikea Hemnes, a reference to Hemnes’s famous sweater.
The new stores aim to make the brands “more relevant and familiar,” the company said in a statement on its website.
The stores are part of a larger effort to broaden the reach of the brands.IKEA said it is also launching new stores in India and Mexico, and plans to open its own stores in Canada and Australia by the end of the year.
“Our goal is to create a more diverse range of products for our customers in our home market and around the world,” IKEa said.
“Our aim is to provide a richer range of choice and quality for our international customers as well.”
Ikeas latest fashion foray follows a similar move by the company last year, when it opened its first store in Japan.