IKEA started to sell an LGBT+ rainbow flag version of its iconic blue FRAKTA bag to celebrate the International Day Against Homophobia, Transphobia and Biphobia – which took place last Sunday 17th May – and LGBTQ+ Pride month in June.
The bag, which costs £1.50, has been available online since Friday 15th May. One hundred percent of the profits made will be distributed to support local LGBTQ+ initiatives, charities and causes chosen by IKEA stores across the UK and Ireland, to ensure funds are directed to those from the LGBTQ+ community who need them most.
IKEA recognises that in a time when we are confined to our houses but perhaps not our homes, LGBT+ people risk being more stigmatised, discriminated and isolated than ever before.
The special edition bag aims to promote standing up against discrimination of the LGBTQ+ community and promoting equal rights on 17th May and every day.
Through the retailer’s IDAHOBIT campaign, IKEA is encouraging its co-workers and customers to ‘be someone’s home’, spreading the message that everyone can provide a safe and welcoming space for the LGBTQ+ community to feel at home.
Peter Jelkeby, Country Retail Manager and Chief Sustainability Officer, IKEA UK and Ireland, commented:
«At IKEA, our culture is centred on the value of togetherness. We believe equality is a human right and that everyone deserves a home where they can be themselves».
«We know that lockdown will disproportionately effect the LGBT+ community. With many isolated from their support networks, and with Pride celebrations postponed, it has never been more important to show our support and encourage everyone to provide a safe and welcoming space for members of the LGBT+ community and ‘be someone’s home».
«We will donate one hundred percent of profits from the STORSTOMMA bag to the important work being carried out by local LGBT+ initiatives, charities and causes that have been chosen by IKEA stores across the UK and Ireland».
