Ikea branches out into the fitness space

The Swedish retail giant is launching a versatile workout range that’s designed to be equally hardworking in people’s homes

Ikea has built its name on making home improvements accessible and adaptable. Aware that people’s homes have also become their gyms – a lifestyle pattern unlikely to go anywhere any time soon – the retail giant has created its very own range of workout equipment and wearables called Dajlien, which is launching in January.

The name stems from the word for ‘daily’ in Småland, the province in southern Sweden where the brand opened its first store, reflecting Ikea’s ambition to make activity a regular part of people’s lives.

All images © Inter Ikea Systems BV, 2023

The collection was conceived in response to home visits in a number of cities, including New York, Chicago, London, and Shanghai, where it was revealed that people faced barriers to exercise ranging from space and time constraints to craving privacy away from the gym. Limited space also means that workout equipment is often visible in people’s living spaces whether they like it or not – a dilemma that Ikea has cleverly linked to its home furnishing roots.

Designed in a range of ‘soothing shades’, the collection of 19 pieces includes equipment like exercise mats and dumbbells; a unit that can be used as an exercise bench, a storage unit, or even just a tabletop; and wellness products such as an air purifier and a massage ball. It also extends to wearable items like slippers and two poncho designs.

“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,” says Ikea designer Akanksha Deo.