Is it a quilt? Is it a pillow? No .. it’s a Quillow. We’ve been helping IKEA launch their latest new product to international acclaim

Last week the IKEA team had the pleasure of announcing that IKEA’s first ever Quillow will be launching this April …

Oh yes, this is what we’ve all been waiting for: IKEA is selling a quilt that turns into a pillow. And no, it was no April Fools Day prank.

The FÄLTMAL is a wearable quilt that evolves from an unassuming cushion to become the perfect accompaniment to spending time outdoors with loved ones. And, as lockdown restrictions ease, it’s about time the world had one of these.

It’s also worth noting that, not only is the Quillow a cosy and comfortable accessory for “al fresco April” and beyond, it’s also made from 100% recycled polyester, making it a more sustainable choice too.

We landed some utterly stand-out coverage across the board for this simple spot.

There was a cracking appearance on mention on This Morning to kick us off. Then there were pieces across the nationals with the likes of the Independent and Metro covering the news. There were fantastic consumer pieces across the likes of fashion and lifestyle titles GQ and HYPEBEAST, as well as mainstream consumer appearances such as this cracker on OK!.

To round things off, there were write-ups full of barely-contained excitement from interiors titles including House Beautiful, Country Living and Livingetc.

From sell-in to sell-out. It’s been a big week in al fresco bed linen. Didn’t expect to be saying that this month.