Furniture chain Ikea has started a trial program in Sweden to sell insurances. Starting October, it has offered pregnancy insurances and it will expand its range with furniture insurances and others.
First in Sweden
At first, the insurances will only be sold in Sweden. The Ikea Family members, Ikea's loyalty program, will be the first to benefit from the program. They will be able to buy insurances from Ikea's web shop and in several stores across the country.
Ikano, a subsidiary controlled by the three sons of Ikea founder Ingvar Kamprad, will take care of the insurances. It has been selling insurances for a while, but will now do it under the Ikea name. According to insiders, it is the first time that Kamprad has allowed his sons to attach their company to the Ikea name like this.