IKEA has finally introduced a useful update for British customers who have spent decades grappling with its notoriously bewildering Swedish product names. The Swedish furniture retailer has rolled out a new tool enabling shoppers to hear precisely how its products should be pronounced. The enhancement has been integrated into the IKEA app and allows users to press a button to hear the proper pronunciation of product names straight from product pages.
It is accessible in all markets and languages apart from Swedish, where shoppers presumably already understand how to say them. The development is expected to be embraced by customers who have long battled with names including POÄNG, KLIPPAN, KALLAX and BLÅHAJ.
How the Pronunciation Tool Works
The tool was created to eliminate the uncertainty and make it simpler for customers to browse one of the world's most recognisable product collections, according to IKEA. The store's distinctive naming approach traces back to founder Ingvar Kamprad, who adopted product names rather than numerical codes because he had dyslexia and found names simpler to recall.
What began as a practical fix gradually transformed into one of the company's most characteristic hallmarks. Currently, thousands of IKEA products adhere to a meticulously organised naming framework. Far from being arbitrary, various categories are connected to particular themes. Sofas and armchairs are frequently named after locations in Sweden, while bathroom items typically draw inspiration from lakes and seas. Other products are named after Swedish words, phrases or aspects of daily life.
Origins of the Tool
IKEA revealed the pronunciation tool was initially conceived during an internal app hackathon after employees recognised even some staff members struggled to say certain product names. Software engineer Filip Larsson stated: "This started when we were working on the collection NYTILLVERKAD, and several people on our team had a really hard time pronouncing it."
The concept ultimately became a successful initiative and was introduced across the platform earlier this year. Since its launch in February 2026, IKEA reports that approximately 8,000 users worldwide have been utilising the feature daily.
Popular Products with Tricky Names
One of the store's most recognisable products, the BILLY bookcase, is thought to have been named after former advertising manager Billy Liljedahl, who consistently highlighted that IKEA was missing a decent bookshelf in its selection. The OMTÄNKSAM collection derives its name from the Swedish word for being thoughtful or considerate and was created with healthcare professionals to make daily life simpler for more people.
Meanwhile, STOLLE, a decorative ornament influenced by Sweden's famous Dala horse, derives its name from a Swedish word used to describe someone who is slightly silly or delightfully goofy. Even BLÅHAJ, the store's enormously popular blue shark soft toy, has gained an international following despite many shoppers having no clue how to pronounce its name properly.
Impact on Customer Experience
The retailer explained the tool enables customers to engage more confidently with IKEA's Swedish roots while maintaining a naming convention that has been integral to the company's character for decades. The development arrives as IKEA continues to update its digital retail experience while retaining many of the customs that have helped make the brand immediately recognisable globally.
