Swedish Startup Space

Prettypegs, a niche e-commerce play for IKEA accessories

Written by on December 18

Prettypegs is one of many niched e-commerce plays coming out of Sweden recently. They’re building an e-commerce/production company, building unique and nice-looking IKEA accessories.

Prettypegs was founded by a Stockholm based couple, Jana Cagin and Mikael Söderblom, that came up with the idea when looking for an IKEA sofa themselves. IKEA has a great contemporary design on their sofas but they were quite put off by the standardized furniture legs and were missing a personal and unique touch. So instead of buying an IKEA sofa that day, nor getting married that year, Jana and Mikael took their wedding savings and started to plan for their own business. Prettypegs was launched in the spring of 2012 and has now customers on all continents and has received lots of attention worldwide in social media as well as in magazines and TV. To this day, Prettypegs has sold their pegs to 37 countries worldwide.

Since 2012, Prettypegs has made it possible for IKEA customers around the world to personalize their IKEA furniture by adding uniquely designed and easy to mount furniture legs. Now, Prettypegs is launching the world’s first patterned collection and is thereby turning furniture legs into an even more powerful accessory.

“The fact that the bond between fashion and interior design is growing stronger is very exciting and has definitely inspired us to create a patterned collection. In this collection, we mix sober colors with powerful patterns and offer our customers a new and creative way to make their IKEA-furniture feel  more personal and unique”, says co-founder Mikael Söderblom.


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