Ikea redesigns iconic shopping bag

The Swedish retailer is flipping the switch on one of its most popular products. Here’s what will change—and why brand managers think it’s time to try something new.

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One of Ikea’s most recognizable products is getting a facelift.

The retail giant’s iconic blue and yellow bag known as the Frakta is being redesigned. The new version features green and white woven fabric with a green handle.

The notoriously durable bags cost around a dollar, and Ikea has reportedly sold more than 3 million a year in the U.S. alone since they debuted in 1996.

The organization contracted Dutch design firm Hay to redo the Frakta, and the new version does not include branding.

The old version will also remain available for purchase.

Reaction on social media has been generally positive:

We are loving the redesign of Ikea’s iconic blue Frakta bag by Hay. Another excuse to visit @IKEAUK soon! https://t.co/34QTPd7UtR

— maynarddesign (@maynarddesign) July 13, 2016

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