Swedish furniture retailer to roll out trial sales of policies ‘within the next couple of weeks’ say reports

Swedish furniture retailer IKEA is planning to start selling home insurance, the Wall Street Journal reports.

Citing a person familiar with the plans, the paper said that the company is planning to start trial sales of policies in selected stores in the next couple of weeks.

IKEA started selling child and pregnancy insurance under the Omifall brand on 1 October in a few Swedish stores, the paper said, and will start offering home insurance “within weeks”.

The company plans to target the 2.5 members of its loyalty club in Sweden.