The 28 August 2024, in Älmhult, Sweden, saw 2,052 IKEA co-workers achieve the GUINNESS WORLD RECORDS™ title for the largest gathering of people wearing two-piece pyjamas (single venue).
The achievement marks the beginning of the retailer’s year-long focus on improving sleep for the many while further growing its business.
The bed linen was freshly pressed. A few dozen mattresses with snugly pillows and sleep masks were lined up in front of IKEA Museum in Älmhult, tempting for a cosy nap in the fresh air. The only thing missing for a quality sleep in the heart of IKEA was peace and quiet – the scene was a place where 2,052 co-workers set the world record for the largest gathering of people wearing two-piece pyjamas, kicking off the company’s new fiscal year dedicated to improving sleep. Most of the participants wore limited-edition pyjamas, inspired by IKEA veggie balls and fully made of recycled plastic.
The record setting will be followed by festive pyjama events starting on the 31st of August across many markets. Customers who visit IKEA stores that day wearing their pyjamas will have a chance to enjoy special activities, knowledge-sharing, and offers.
“Our customers’ interest in sleep has been on the rise for years. And the message we received from them was quite clear – they want more sleep tips, more sleep solutions, and even more convenience in making their dream sleep setup,” says Tolga Öncü, Ingka Retail Manager (COO) at IKEA Retail (Ingka Group). “Thus, our goal in FY25 is to reach millions of additional people and help them improve their sleep and everyday life. As a result, in FY25 we expect to achieve a global sales increase of sleep-related products that is double that the sales increase of the rest of our range.”
During FY25, IKEA will be introducing new products and home furnishing solutions to make sleeping room upgrades much more convenient.
“We are on a journey to innovate our sleep products and improve every aspect of the home. Our sleep solutions are the result of years of research, thoroughly tested in our labs to ensure durability, affordability, and optimal comfort. We know that simple changes in the sleeping space can significantly improve sleep quality. That’s why we’ve listened to our customers to develop a range that meets diverse needs, catering to every wallet, lifestyle, and sleeping preference,” says Fredrika Inger, Managing Director of IKEA of Sweden.
Despite widespread recognition of sleep’s importance, many people still struggle to achieve good quality rest. Recent research from IKEA’s Life at Home report reveals that 55% of people rate sleep as their most important well-being activity at home. Yet, numerous studies show that as many as 1 out of 2 adults report dissatisfaction with their sleep, which affects their daily functioning and work performance. Socio-economically disadvantaged people have a higher chance of experiencing sleep issues. Results also show that poor sleep quality is particularly common among university students, with between 30% and 70% of them classified as poor sleepers.
As it aims to improve the quality of sleep for more people, the biggest IKEA retailer wants to do it in a more sustainable and circular way. In addition to offering products that use more recycled and renewable textile materials, Ingka Group’s investment in leading mattress dismantler RetourMatras is bringing the company closer to being able to recycle the equivalent number of mattresses it sells by 2030.
