Iittala’s recent logo change sparked a surge in searches for used products on Tori.fi, a peer-to-peer shopping site. As a result, IIttala ranked as the third most popular search term of the week, with significant increases in searches for specific collections such as Teema, Kastehelmi, and Ultima Thule. The sudden increase in trading of Iittala products can be attributed to fear that classic products will no longer be available in stores. In response, over 10,000 Iittala ads have appeared on Tori.fi, with 4,000 ads for the popular brand Pentiki.
Other popular Finnish brands searched for on Tori include Marimekko, Artek, Lundia, and Pentik. Tori is a part of the Norwegian Schibsted stock exchange company and is visited by an average of 1.3 million people every week and was accessed over 670 million times last year. The changes in Iittala’s logo have generated a lot of discussion and experts have weighed in on how the new logo may impact the value of Iittala products.