IKEA has released a limited edition version of its iconic blue bag to show off its pro-LGBT credentials.
Proceeds will go towards LGBT initiatives supported by IKEA.
Some customers have taken to social media to criticise the move.
The Swedish retail giant’s website states that the bag would enable the company to “embrace diversity”.
However, some customers took to social media to accuse IKEA of exploiting LGBT people for “financial benefit”.
Another said: “When I see a rainbow in the sky my mind usually goes to remembering God’s faithfulness rather than gay pride.”
In the UK, IKEA has joined forces with LGBT lobby groups Workplace Pride Foundation and Stonewall.