With UAE Sleep Score at 68, IKEA Encourages Better Habits that can Improve Rest

• Backed by global sleep research conducted by IKEA, the Swedish retailer introduces a creative collection to help improve quality of rest.
• With sleep quality below ideal levels, IKEA launches the initiative to support better habits for healthier communities.

United Arab Emirates, 9 October 2025

IKEA, the Swedish home furnishing retailer operated by Al-Futtaim in the UAE, has launched its latest wellness-focused initiative, The Phone Sleep Collection, as part of its wider Complete Sleep campaign. The new collection playfully tackles the growing challenge of pre-sleep phone overuse by encouraging people to “put their phones to bed” in mini IKEA-style beds before winding down for the night.

According to the IKEA Sleep Report 2025, the UAE achieved a Sleep Score of 68 out of 100, slightly above the global average of 63, yet still showing clear room for improvement. The IKEA Sleep Score, based on five factors that define good sleep, including sleep quality, drift off time, sleep flow, sleep duration, and wake-up state, highlights that most of us can take simple steps to build better sleep routines.

In today’s world of constant screen time, the initiative highlights how a small but mindful ritual of tucking your phone into its own bed can help create better routines, improve sleep quality, and support better mental clarity throughout the day.

The campaign introduces the 7-Day Phone Sleep Challenge, an interactive wellness challenge with rewards that builds community engagement and is designed to motivate participants to adopt sustainable phone-free bedtime routines. This approach transforms an everyday challenge into an engaging lifestyle habit, underlining IKEA’s commitment to offering meaningful solutions that go beyond furniture. To join the challenge, customers who spend a minimum of AED 750 in-store, inclusive of at least one product from IKEA’s sleep range, will receive a complimentary mini bed at a dedicated desk located just after the checkout area. Here, an IKEA representative will hand over mini bed, explain the idea behind the initiative, and guide customers on how to make it part of their nightly wind-down.

Carla Klumpenaar, General Manager of Marketing, Communications, HF & Retail Design at IKEA, commented: “Sleep is one of the most important design projects in our lives, yet it’s often the most overlooked. Our phones have often become uninvited guests in the bedroom, disrupting the very moments meant for rest. The Phone Sleep Collection turns that challenge into a playful wellness routine, giving people permission to disconnect with intention. By combining design with a simple wellness solution, we are empowering people to reclaim their nights, take back control of their routines, and wake up recharged for what matters most. That is the IKEA vision of a better everyday life.”

To participate in the challenge, customers who shop from IKEA’s sleep range will receive the phone bed with an integrated NFC tag, which automatically opens the IKEA app when the phone is placed on it at bedtime. The app records the start and end of each night’s sleep, calculating total rest without interruption. Once participants log 7 hours of rest for 7 consecutive nights, they can view their sleep data in the app and redeem an AED 100 voucher at IKEA’s Customer Service Centre or designated cashier points. Terms and conditions apply.

The Complete Sleep range is available across IKEA UAE stores and online at www.ikea.com/ae.