What's in a name? Case# 2,351: Ikea's Gutvik Bunk Bed

In Sweden, Gutvik is a teeny village or Ikea bunk bed.
In Germany, Gutvik is something significantly different.

Ach du lieber Gott!

Ikea names its furniture and furnishing after a range of things. Bedding is named after flowers while beds are named after Norwegian cities. It was unfortunate then that the hugely popular child's bed 'Gutvik' amused/riled customers in Germany due to its similarity to a German phrase meaning 'good f**k’'. Australian Ikea stores recently renamed the desk called 'Jerker' but outrage about the bench called 'Fartful' is yet to be ignited.

[Snicker. Snicker.] The irony of the "Better living through successful branding" line is rather remarkable.

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Anonymous Adgrunt's picture
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Dabitch's picture

makes complete sense - it's a childs bed. You frolic in bed = you make children! tadah!