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Sunrise hosts are divided over IKEA’s ‘correct’ pronunciation

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Did you say ‘IKEA’ wrong? Sunrise hosts are divided on verdict as Natalie Barr says ‘correct’ Swedish version ‘won’t catch on’










It is the world’s largest furniture chain, with stores visited by millions of Australians every year.

But this week it was revealed that we’ve been mispronouncing IKEA for years.

The bomb blew the mind of the Sunrise team, which declared Tuesday that the ‘correct’ Swedish pronunciation ‘will not catch on’ Down Under.

Debate: IKEA’s ‘correct’ statement stunned the Sunrise team, who said on Tuesday it ‘didn’t catch on’ in Australia. Pictured (L-R): Edwina Bartholomew, Natalie Barr, David ‘Kochie’ Koch and Mark Beretta

It was revealed on social media this week that instead of emphasizing the first letter and saying “eye-kee-ah,” IKEA’s correct pronunciation is actually “ee-kay-uh.”

“I don’t think it will catch on,” said co-host Natalie Barr.

Meanwhile, David “Kochie” Koch said he would try to change the way he says the store’s name because he’s “a real proponent of pronunciation.”

To get it right: David 'Kochie' Koch (right, with co-host Natalie Barr) revealed he'd try to change the way he pronounces the store's name because he's

To get it right: David ‘Kochie’ Koch (right, with co-host Natalie Barr) revealed he’d try to change the way he pronounces the store’s name because he’s “a real proponent of pronunciation”

Stunned: It was revealed on social media this week that instead of emphasizing the first letter and saying 'eye-kee-ah', IKEA's correct pronunciation is actually 'ee-kay-uh'

Stunned: It was revealed on social media this week that instead of emphasizing the first letter and saying ‘eye-kee-ah’, IKEA’s correct pronunciation is actually ‘ee-kay-uh’

News anchor Edwina Bartholomew added: “Swedish is a pretty difficult language, so it’s really up to you whether you stick with eye-kee-ah.”

Sports reporter Mark Beretta jokingly called the debate a “real controversy.”

Despite millions of Australians passing through the furniture giant’s stores every year, IKEA has in fact suffered financial losses for four consecutive years.

Battle Street: Despite millions of Australians passing through the furniture giant's stores every year, IKEA has suffered financial losses for four consecutive years

Battle Street: Despite millions of Australians passing through the furniture giant’s stores every year, IKEA has suffered financial losses for four consecutive years

Although the Swedish company’s Aussie sales for fiscal year 2020 rose to more than $1.5 billion as a result of a Covid-driven boom, it still hasn’t seen a profit since 2016.

Meanwhile, competitors like Harvey Norman have seen profits soar despite the coronavirus crisis.

IKEA operates ten stores across Australia.

Winners: Meanwhile, competitors like Harvey Norman have seen profits soar during Covid

Winners: Meanwhile, competitors like Harvey Norman have seen profits soar during Covid

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