Chinese shoppers have long enjoyed napping in IKEA’s stores. So the Swedish furniture giant is giving them a new place to rest their heads: Terminal Three, Beijing International Airport.

This week the maker of the Fjellse and Årviksand bed frames  launched a sleeping zone with two bedrooms, two living rooms and a children’s room in the Chinese capital’s main airport, enabling weary travelers to catch a few Zzs between connections or while waiting out one of the country’s infamous flight delays.

FOREIGN201412170933000521841227742

“More and more people are traveling,” said Margrett Ma, a spokeswoman for IKEA, adding, “And we welcome them to have a rest.”

The promotion builds on IKEA’s popularity as a hotbed for China’s nappers. Chinese families, from grandpa to grandson, frequently head to the massive outlets to browse the display rooms and then crawl under the covers for a siesta. IKEA has said that the phenomenon is spontaneous and that the company “does nothing to prevent nor anything to attract sleepers.”

IKEA tends to attract a wide following in China. In 2011, senior citizens in Shanghai flocked to the store there to find a new shot at romance and a free cup of coffee.

Ms. Ma said the airport display, open until Dec. 30, aims to even widen its consumer base.

See the full article from the WSJ blog here.

Advertisements