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IKEA's New Nemesis: H&M Home

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While America spent the long weekend using Ginsu knives to serve up dry turkey on Target Home china and Martha Stewart for Macy's tablecloths, fancy Euro design types converged on Berlin for the release of H&M's Home Collection.

Featuring everything from bedding to saucers in bold graphics a la CB2, the collection will launch online in February 2009 with four series: design, nature, classic and youth (aka dorm-friendly). Just don't start lining up for snazzy shams quite yet; H&M Home will be kept close to ... well, H&M's home; only Scandinavia, the Netherlands, Germany and Austria will get to sit on pillows printed with the World Financial Center for now.

While IKEA shoppers may be tempted by the striped tea towels and novelty shower curtains of the H&M line, we are generally unimpressed. After all, we still remember that Christmas when H&M attempted to sell gift wrapping kits, the majority of which could still be found the following March for 97 cents. That said, we won't exactly be holding our breath for the U.S. release of H&M Home unless they do a pop-up, and then we'll reconsider.
· H&M Home at Husmusen [MoCoLoco]
· Williamson for H&M [Racked]