Transition from IKEA: Yandex introduced a new furniture brand with a geographical touch
By ForGeeks After Yandex acquired the remnants of Russia’s IKEA, it was only a matter of time before it switched to its own brand. With warehouses emptying, the company decided to introduce its first products under the «Togul» and «Songo» (corner sofas) as well as «Ингода» (каркас кровати). Former IKEA employees contributed not only to the design, but also to the choice of names with a nostalgic geographical meaning.
And the names of the bedframes were also chosen with a nostalgic geographical meaning.
«Yandex.Market» aims to collaborate with factories from Russia, Belarus and China to produce mid-price segment furniture. Plans for the near future include the production of living room, kitchen and bedroom furniture by the end of 2023, with the range expanding to three thousand items by 2025. Ahead of the possibilities of organizing its own showrooms and online stores have not yet been disclosed.
The company’s plans for its own showrooms and online stores have not yet been disclosed.
