20. IKEA’s Flat-Pack Bike (SLADDA)

IKEA, the home furnishing giant famous for its assemble-it-yourself ethos, took its flat-pack philosophy to the streets with the SLADDA bike.
Marketed as the “bike for modern urban life,” it could be assembled at home just like a Billy bookcase. Despite winning design accolades, the SLADDA was eventually discontinued due to safety concerns.
Its brief journey highlights the risks and rewards when brands venture beyond their roots.
Read the full story at
The Guardian.