DamiHow

You probably didn’t know this, but IKEA does business. This summer, our flat pack boxes were home to more than just furniture, when we helped different businesses get their first ever store up and running. 

DAMIHOW is a functional and fashionable brand, dedicated to perfecting the fit and fabrics of active wear to ensure that you look good but also feel comfortable. The brand is on a mission to encourage everyone to feel great through fitness without having to compromise on style, with activewear that crosses effortlessly into your everyday lives.

It was launched in 2018 by Dami Howells. She’s created “a brand which represented Black fitness, to be able to provide opportunities for Black individuals in the fitness world who don't get the representation they deserve. The goal is to create a platform which encourages everyone to live a healthier lifestyle and feel confident whilst doing so.”

She had the brand up and running, all she needed was a physical space. So we helped her plan, design, assemble and install her first ever store at Bedford Running Festival.

From the very beginning, the IKEA business experts provided support every step of the way. Collaborating closely with Dami to build a physical space to fit perfectly with the brand she's built, the space has been carefully planned and designed. Our experts took care of everything, from delivery to assembly and installation, ensuring a seamless experience from start to finish.

“We wanted her beautiful clothing to be the focus, so we kept the materials paired back and simple. We focused on an industrial style with concrete and black details, which is a style that is reflected on Dami’s website. We also included practical PLATSA storage to display her diverse range of clothing. Using the SKYTTA room divider enabled me to create a spacious dressing room that could reflect light and make the space feel larger.”

And the results were amazing. “I've always wanted to have my own pop up store, that would be designed for my brand specifically. I'm still amazed by the attention to detail during the design process by the IKEA team, they were so intentional and showed a lot of care to my small business, ensuring I was happy with how my brand was being represented” Dami said of the experience.

“Getting the opportunity to have a pop up store designed and installed by IKEA will be an experience that I will forever remember! I think others will also always remember the big box. The activation dates had so many people intrigued, wondering what the box was about, wanting to know more about the brand and the whole process itself. This opportunity has given my brand great exposure! I can't wait to tell every person I meet that I had a pop store with IKEA!”