Hundreds of shoppers are rushing to IKEA for a chance to pick up the iconic $1.75 item, with long queues expected at stores over the next four days.
IKEA’s much-loved blue FRAKTA bag has been a fixture for 30 years, with more than 680,000 sold across Australia during the last financial year alone. Recognised worldwide, the reusable bag remains one of the retailer’s best-selling products.
For the first time, Australian shoppers can personalise their blue FRAKTA bag with up to two initials, heat-pressed in IKEA’s signature yellow felt.
On Friday, hundreds of enthusiastic customers arrived before opening at IKEA’s Tempe store in Sydney to secure the limited-edition keepsake.
“I got mine, I love it so much,” one shopper said.
“So iconic, I’m so happy with my bag,” another customer said.
The special offer is part of IKEA Open House, giving shoppers the chance to add a personal touch to the cult-favourite bag. The FRAKTA costs just $1.75, while the customisation is free.
On Friday, hundreds of excited IKEA fans lined up at the Tempe store in Sydney to secure a personalised FRAKTA bag featuring their own initials
Hundreds of shoppers are heading to IKEA for the iconic $1.75 item, with major queues expected at stores over the next four days
After buying the iconic blue bag at checkout, customers can visit the dedicated FRAKTA Personalisation Station and choose their initials. Staff then heat-press the letters onto the bag in front of the shopper.
Every customer also receives an authentication certificate to mark the purchase as a limited-edition FRAKTA.
The personalised IKEA bag quickly sparked excitement online, with many shoppers saying they were eager to visit a store.
“OMG I need this,” one shopper wrote.
“I’m running,” another said.
“Wow, obsessed. I’m definitely running to IKEA this weekend,” another added.
The FRAKTA personalisation experience will be available until Sunday, September 20, with 900 customised bags on offer at each store every day.
At the dedicated FRAKTA Personalisation Station, shoppers can choose their initials before they are professionally heat-pressed onto the bag in front of them
As part of IKEA Open House, shoppers can personalise the cult-favourite bag for free, with the FRAKTA priced at just $1.75
Patricia Routledge, IKEA Australia and New Zealand communications manager, said the activation was an immediate success, with customers heading to the personalisation station throughout Friday morning.
“We know Australians have a special connection to our iconic blue FRAKTA bag, so it was incredible to see customers lining up before opening to create their own personalised version,” Ms Routledge said.
‘The FRAKTA has become much more than one of the world’s most affordable and high quality shopping bags.
‘It’s a global icon that punches above its weight in usage as millions also embrace it for laundry, moving house and essential storage in everyday life.
‘Giving customers a limited opportunity to make it their own is an exciting moment that marks the first day of the IKEA Open House, here at Tempe as well as our 11 other stores throughout Australia and NZ.’
Designed more than three decades ago, FRAKTA, which means ‘to freight’ in Swedish, has become one of IKEA’s most enduring products, used by customers around the world to store, carry and organise everyday essentials.
The iconic blue bag has even influenced the fashion world, inspiring high-end designer copycats and becoming embraced by streetwear culture.
Crafted from high-quality materials, it has been kept and reused for years.
Following the huge success of IKEA’s Hus of FRAKTA pop-up on Oxford Street in London last year, where crowds lined up to secure a personalised version of the bag, the experience has now arrived in Australia and New Zealand for the very first time.
