For Immediate Release
Contact: Randi Brightman
(212) 645-6900 x149
randi@jerichopr.com

MTV’s SORORITY LIFE CALLS ON IKEA
FOR ITS “PLEDGE” AND FURNISHINGS
IKEA Home Furnishings and Accessories Help Make the
Sigma Alpha Epsilon Pi Sisters’ House a Home

Plymouth Meeting, PA, June 24, 2002 – Sorority life is filled with formals, rush parties and football games, but also the day-to-day realities of living under one roof with six very different sisters. That’s why the house of MTV’s latest reality-based television show, Sorority Life, was placed under the care of IKEA, the leading home furnishings retailer, for its help with home design solutions.

“Since the house has to work for everybody, and address every need from studying to eating, IKEA was the natural choice,” said Janice Simonsen, public relations, IKEA US. “We’re happy to be able to provide a stylish, comfortable, and fun environment for the sisters featured in MTV’s Sorority Life.”

MTV’s new show, Sorority Life, which premieres this evening and will air for ten weeks, follows the lives of six pledges as they try to become sisters of Sigma Alpha Epsilon Pi at the University of California at Davis.

From spatulas to sofas, IKEA paid careful attention to the details of the four-bedroom home featured in the new MTV show. IKEA filled the Sorority Life house of the pledging sister starlets with more than 900 home furnishings including 78 lamps, 61 picture frames, 42 pillows, 41 towels, 10 lanterns, 4 spatulas, 2 chalk boards and 1 paella pan.

Outfitting reality-based television shows is nothing new for the Swedish-based retailer. In the past, IKEA has provided home furnishings and accessories for MTV’s Real World series and CBS’s Big Brother reality-based TV show.

About IKEA
Since its founding in 1943, IKEA has offered a wide range of home furnishings and accessories of good design and function, at prices so low that the majority of the people can afford them. IKEA is recognized as a socially responsible company, and continuously supports initiatives that benefit causes such as children and the environment. Currently, IKEA has 171 stores in 31 countries, including 15 stores in the United States and nine stores in Canada. To visit the IKEA Web site, please go to http://www.ikea-us.com and for IKEA phone orders please call toll-free 1-800-434-4532.