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.