IKEA’s iconic blue bag takes centre stage on Oxford Street (again) as ‘Hus of FRAKTA’ pop-up announced

• IKEA is giving its legendary FRAKTA bag the haute couture treatment with its very own concept store that blends high fashion with democratic design, in one of the world’s most iconic shopping destinations.
• Hus of FRAKTA pays homage to one of the most used and reused bags on the high street, and comes ahead of the IKEA Oxford Street store, which opens in Spring 2025.
• Customers can experience the pop-up once doors open at 11am Thursday, 28th November; open daily until March 2025. 

Ahead of the highly anticipated Oxford Street store opening in 2025, IKEA today announced the forthcoming opening of ‘Hus of FRAKTA’; a pop-up experience on London’s Oxford Circus, dedicated to one of the most iconic symbols of the IKEA brand, the blue FRAKTA bag.

Meaning ‘to freight’ in Swedish, the FRAKTA bag was originally designed over three decades ago to help customers carry their purchases. Today it has become a cultural icon – reimagined by iconic designers including Zandra Rhodes and Marimekko along the way. It’s not just a bag; it’s a symbol of resourcefulness and adaptability; reused by many in so many different ways. From laundry basket to beach bag and even a trusty companion for city commuters, the FRAKTA has proven its versatility in countless ways, becoming part of the stories we live every day.

Rooted in the five democratic design principles of IKEA – function, form, quality, sustainability, and affordability – the FRAKTA is available for just 75p, making it an indispensable part of everyday life. Nearly half of UK households (45 percent) own one, with many (31 percent) keeping theirs for over five years, proving that it’s not just a bag – it’s a part of their journey¹.

Matt Gould, IKEA London City Store Manager, said: “As we prepare for our Oxford Street city store opening next year, we’re excited to showcase the unique offerings we’ll bring to this iconic location. When we open our doors, customers will discover well-designed, functional home furnishing products at prices that make them accessible to as many people as possible. There’s no better product to demonstrate this commitment than our FRAKTA bag with its small, 75p price tag. A staple in our range for over 30 years, and in so many households, we wanted to pay tribute to this household favourite, and bring IKEA a little closer to our customers before next spring’s opening.”

Hus of FRAKTA will be located at 216 Oxford Street, next to the forthcoming Oxford Street store, and opens its doors at 11am on Thursday 28^th November. The pop-up will then be open daily from 11am until 8pm, Monday – Saturday, and 12pm until 6pm on Sundays until March 2025.

¹ The survey was conducted online by Cision in June 2023 with a sample size of 1,000 individuals.