Ikea wants to roll out furniture rental to all its main markets in a bid to appeal to its increasingly environmentally conscious and transient customers.
"You should be able to have a lovely home, and a good conscience, and you should be able to afford it," Brodin said, noting that his three teenage children come home from school expressing fears about a looming environmental catastrophe.Since taking over as CEO in 2017, Brodin has led efforts to overhaul the Ikea business model to respond to climate change, the rise in e-commerce and customers who no longer have the time or the cars to drive to its out-of-town stores.
Ikea, which had global sales of €39 billion last year, will test a range of subscription-based leasing offers in all 30 of its markets by 2020 so products are reused as often as possible before being recycled.The company had already committed to make all its products from renewable and recycled materials by 2030 and also to design all its products to be reused, repaired and recycled. In 2018 it handled 1 million orders for spare parts to repair products.
Brodin also highlighted another strategic shift, saying he wants to provide convenient, round-the-clock access to Ikea stores in the company's top 30 cities in the next five years.
Given how long IKEA products last before falling apart ... bad idea!
Billy you say...? 🤔 🍁
Sh*t ...that’ll mean IKEA will have to make stuff that lasts instead of the regular fall apart in two year stuff that ends up on the council cleanup
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