Margaret the lurcher among abandoned pets promoting bespoke Ikea furniture

June 3, 2024

’s campaign for its new range of pet furniture features rescue animals, including a three-year-old lurcher found injured and abandoned in a field in Cambridge.

The Swedish homeware store – best known for its flatpack furniture and glossy catalogues – is now catering to furry family members, with a “cat-alogue” and “dog-alogue”.

A £5 cat box, which fits on a bookside alongside hardback classics, and £2 patterned bone-shaped soft toys are among the retailer’s new Utsådd collection.

Partnering with pet charity Woodgreen, Ikea’s new “pet furniture” collection ranges from £1 for a cat-themed hook to a £99 wicker dog bed, complete with roof.

It comes at a time when dire financial circumstances are increasingly driving , with Woodgreen reporting a 253 per cent year-on-year increase in this reason being cited in 2022-23.

Ikea says the development of all 29 products was based on the expert knowledge of vets, pet product experts, and a “demanding panel of cats and dogs themselves”.

And it has already sparked excitement among young shoppers on TikTok.

An Ikea spokesman told The Telegraph: “We provided product samples to pet owners, and the products have been used and tested by cats and dogs in their own home environment. 

“Afterwards, we collected feedback from the pet owners.”



Animals nursed back to health by charity Woodgreen are seen in the ikea promotion


Animals nursed back to health by charity Woodgreen are seen in the ikea promotion

Promotional materials for the new product range also provided pet residents at Woodgreen rehoming centre with the opportunity to advertise themselves to would-be owners.

And while many pets starring in the catalogues have already found new homes, Margaret the lurcher – which arrived at the London centre in early April – is still available.

The young dog was brought in by a member of the public after it was found wandering alone in a field in Cambridge.

A Woodgreen spokesman said: “It’s very common for the charity to see injured stray lurchers, as the area is suspected to be popular for illegal hare-coursing.

“As she arrived ‘after hours’, Margaret was taken in by Woodgreen’s 24-hour protection and welfare team which made sure she was safe and comfortable, with a warm bed and a nutritious meal.”

A tumour was later discovered on Margaret’s tail – which led to a full amputation, from which it is recovering well.



Husky Miya in an Ikea dog basket


Husky Miya in an Ikea dog basket

Miya, a 10-year-old husky, came to Woodgreen because her owner couldn’t look after her anymore. While waiting for her perfect home, she’s been staying with a fosterer who told the charity us she’s “as good as gold”.

Poppy, a beagle/poodle cross which arrived in March, also features in the “dog-alogue”.

A charity spokesman said: “Sadly, Poppy has found the kennel environment at Woodgreen very stressful, so the team of qualified behaviourists have developed a bespoke care and training plan to support her.

“She finds the world around her quite overwhelming and can be wary of other dogs and new people.”

Michaela Quinlan, country commercial manager of Ikea’s UK and Ireland arm, said: “At Ikea, we believe that pets are family. Our goal was to develop a collection of products that our cats and dogs love and that their human parents can feel good about and truly enjoy having as part of their home.

“We hope this partnership not only raises awareness of adoptions but also provides solutions and inspiration on how to create a comfortable living space for furry companions.”

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