There is already a pilot in Japan, where Ikea buys back customers’ used sofas. It then recycles the material and prohibits the sofas from ending up at the dump. In other cases, Ikea is examining the opportunities furniture rental may entail.
“So in London, for example, there are a lot of people who commute and they are not interested, with passion, in building a second home, so rental there is more interesting”, CEO Jesper Brodin said at the World Economic Forum in Davos.
The company’s goal is to provide customers with a wider range of options that may meet their demands and also to create a circular economy with fewer discarded materials. “If the last decades were about mass consumerism, now we are getting towards mass circularity”, Brodin added.