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IKEA Saudi Arabia Catalogue Has Women

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CP | By Karl Ritter, The Associated Press Posted: 10/01/2012 9:31 am Updated: 10/01/2012

12:30 pm

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STOCKHOLM - Ikea is being criticized for deleting images of women from the Saudi version of

its furniture catalogue, a move the company says it regrets.

Comparing the Swedish and Saudi versions of the catalogue, free newspaper Metro on Monday

showed that women had been airbrushed out of otherwise identical pictures showcasing the

company's home furnishings.

The report raised questions in Sweden about Ikea's commitment to gender equality, and the

company released a statement expressing "regret" over the issue.

"We should have reacted and realized that excluding women from the Saudi Arabian version of

the catalogue is in conflict with the IKEA Group values," the company said.

Women appear only infrequently in Saudi-run advertising, mostly on Saudi-owned TV channels

that show women in long dresses, scarves covering their hair and long sleeves. In imported

magazines, censors black out many parts of a woman's body including arms, legs and chest.

When Starbucks opened its coffee shops in the conservative, Muslim kingdom, it removed the

alluring, long-haired woman from its logo, keeping only her crown.

Ikea's Saudi catalogue, which is also available online, looks the same as other editions of the

publication, except for the absence of women.

One picture shows a family apparently getting ready for bed, with a young boy brushing his teeth

in the bathroom. However, a pajama-clad woman standing next to the boy is missing from the

Saudi version.

Another picture of a five women dining has been removed altogether in the Saudi edition.

Swedish equality minister Nyamko Sabuni noted that Ikea is a private company that makes its

own decisions, but added that it also projects an image of Sweden around the world.

"For Ikea to remove an important part of Sweden's image and an important part of its values in a

country that more than any other needs to know about about Ikea's principles and values — that's

completely wrong," Sabuni told The Associated Press.

Ikea Group, one of the many branches in the company's complicated corporate structure, said it

had produced the catalogue for a Saudi franchisee outside the group.

"We are now reviewing our routines to safeguard a correct content presentation from a values

point-of-view in the different versions of the IKEA Catalogue worldwide," it said.

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Brian Murphy in Dubai contributed to this article