STOCKHOLM, Sweden, Sept. 9 (UPI) -- Swedish Internet domain name regulators have ruled a second-hand Web retailer called iloveikea.se was too close to the Ikea identity and needed to be changed.
The Internet Infrastructure Foundation, which registers domain names ending in .se, ruled the online retailer that sells used Ikea furniture required an identity that was clearly separate from the established furniture giant, Swedish news agency Tidningarnas Telegrambyra reported Wednesday.
To date, the second hand retailer has operated in Sweden. But the company said it would expand after the dispute over the domain name was settled.
The company said the new domain name would be billyandfriends.se, also a nod to Ikea, referring to the company's Billy bookshelves, the news agency said.
