MAM
IKEA unveils its first ever B2B furniture collection, MITTZON
Mumbai: With the dynamic shifts and new workspace trends taking creative shapes, IKEA has been reimagining the evolved needs of businesses and how furniture can contribute to better productivity and efficiency at work. The pandemic accelerated hybrid workspaces, and IKEA saw a big opportunity to create something that is unique to both businesses and remote workspaces. According to IKEA’s internal research, 76% of the working force is expected to adapt to a hybrid working model and 63% of office spaces are yet to adapt to suit the post-pandemic working models.
Inspired by the opportunity to create a desire to feel more at home when at work, IKEA has introduced its largest office collection to date, MITTZON. From adjustable desks to sound-proof screens, the new collection of 56 products comprises of first-to-market innovative solutions and unique styles tailored to address the challenges and aspirations of today’s workforce. With a keen focus on optimising the office experience, MITTZON integrates functionality and aesthetics with holistic ergonomic design principles that prioritise wellbeing at work.
. Acoustics: MITTZON prioritises acoustics in its development to enhance focus and well-being in the workplace. The collection includes high-level acoustic screens that absorb and block sound, prevent visual distractions, and provide privacy for focused work. MITTZON showcases innovation using wood fibre filling in its acoustic screens made of more than 90% wood, providing effective sound absorption while being recyclable.
. Biophilic Design: MITTZON incorporates biophilic design elements, such as nature-inspired shapes, colours, and materials. These features promote wellness by reducing stress and increasing productivity, drawing from Scandinavian outdoor elements like sand patterns and wood finishes to create a relaxing and inspiring environment.
. Durability: The collection is designed to be durable and long-lasting, with modular, repairable, and refurbished components. It also features high-quality materials like fade-resistant wood veneer and high-strength steel, backed by a 10-year warrantee, aligning with IKEA’s commitment to sustainability and circular product design.
IKEA India country B2B manager Sumit Parthi said, “Our new office system, MITTZON, is developed with flexibility at its core to adapt to distinct working preferences and activities. It is an efficient and affordable product range for the workplaces of today and tomorrow. The result is a new office system that inspires collaboration, comfort, and productivity. B2B in India is growing exponentially, and our solutions, backed by thorough research of global and Indian trends, expand the scope to grow our market share. Currently, IKEA B2B contributes to 15–20% of overall IKEA sales in India, and with this new collection, we aim to increase our presence and sales in the coming years.”
Brands
Faber-Castell India appoints Sunaina Haldar as director – marketing
With stints at Tata, SleepyCat and ADF Foods under her belt, Haldar is primed to redraw Faber-Castell’s brand story
MUMBAI: Faber-Castell India has poached Sunaina Haldar from ADF Foods, appointing her director – marketing as the German stationery brand looks to muscle up in a category that is rapidly reinventing itself around creativity and self-expression.
Haldar hit the ground running. “My first couple of weeks have been incredibly energising, understanding consumers, visiting markets, engaging with retailers and immersing myself into the world of Faber-Castell Group,” she said.
She arrives with considerable firepower. At ADF Foods, Haldar ran marketing across India and international markets for a portfolio spanning Ashoka, Aeroplane, Camel and ADF Soul. Before that, she was vice-president – marketing at direct-to-consumer mattress brand SleepyCat, where she helmed brand, content and performance marketing. Her résumé also includes a stint leading marketing, new product development and CRM for Tata SmartFoodz at Tata Consumer Products, no small proving ground.
Between corporate roles, Haldar also operated as a fractional CMO for early-stage startups, building marketing strategy and operational structures from scratch, a signal that she knows how to move fast with limited resources.
With 18 years straddling FMCG, D2C and the startup world, Haldar now takes the reins at a brand that has long owned the classroom but is clearly hungry for the living room. In a stationery market where the pencil has become a lifestyle statement, Faber-Castell has picked someone who knows exactly how to sell that story.
