The dirty little secret is out. Many guys don't like walking around a cavernous IKEA trailing their female partners. To its credit, IKEA in Australia has recognized this and launched MÄNLAND.
For those not familiar, MÄNLAND is IKEA's way of taking some of the dread out of going to its stores for guys. The concept is pretty simple: an in-store man cave with sports on the television, foosball and pinball machines, massages, free hot dogs, chips and drinks.
According to an Adweek report, MÄNLAND is "modeled off the actual IKEA toddler-care area -- and women are given a buzzer to remind them to collect their significant other after 30 minutes of shopping."
Responses on the store's Facebook page were largely positive, although some questioned the 30-minute limit.