Ikea's Names Enrage Danes
Danish monikers on Swedish outfit's doormats, floor runners wound pride
By Nick McMaster,  Newser Staff
Posted Mar 6, 2008 4:34 PM CST
IKEA broke ground on its future store in West Chester, OH on Tuesday, May 8. The store, shown here in an architect's rendering, is scheduled to open in spring 2008. (Photo   (Associated Press)
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(Newser) – Danes are hopping mad about a discovery that Swedish furniture giant Ikea uses Danish place names for its doormats and floor coverings, while reserving Swedish and Norwegian monikers for higher-end items, Der Spiegel reports. Some Danish academics argue that this reinforces Sweden’s perception of Denmark as a “doormat” for its larger, wealthier neighbor, and have accused Ikea of “Swedish imperialism,” however metaphorical.

Ikea denies any such intentions: "These critics appear to greatly underestimate the importance of floor coverings. We draw worldwide attention to Danish place names with our products,” a company rep said. Justifications, however, are falling on deaf ears among Danes, who are contemplating the ultimate indignity as revenge: giving one of Carlsberg’s light beers a Swedish name.