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                 The Hustle
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                Issue #164
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                 <img alt="The Hustle, Sunday, June 20, 2021" src="https://inboxflows.com/_/image/https%253A%252F%252Fmedia.sailthru.com%252Fcomposer%252Fimages%252Fsailthru-prod-6ks%252Fbuilding_furniture.gif/?inbox_flows_img_sig=eyJwYXRoIjoiaHR0cHMlM0ElMkYlMkZtZWRpYS5zYWlsdCJ9:1luux9:lFQ_pog1sWr_fNVg1pkOkHFszCMeEbsLuRKpZ5GmegQ" style="width: 100%; max-width: 600px; height: auto; display: block;" width="600"/>
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                Sunday, June 20, 2021
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            <h2 style="font-size: 30px; font-weight: bold; line-height: 120%; margin-bottom: 6px; margin-top: 25px;">
             <strong>
              The thriving business of ‘Ikea hacking’
             </strong>
            </h2>
            <p style="font-family: Helvetica, sans-serif; font-size: 18px; line-height: 120%; padding-bottom: 10px; font-style: italic; color: #737373; margin: 0;">
             A growing number of companies are offering design tweaks for old Ikea furniture — and business is booming.
            </p>
            <p style="font-family: Helvetica, sans-serif; font-size: 13px; line-height: 120%; padding-bottom: 24px; margin: 0;">
             <strong>
              BY
              <a style="color: #D62829; text-decoration: none; text-transform: uppercase;">
               Zachary Crockett
              </a>
             </strong>
            </p>
           </td>
          </tr>
          <tr>
           <td class="h2020 ignore-defaults" style="padding: 0px 10px;">
            <p style="font-size: 15px; line-height: 140%; margin: 5px 0px 10px;">
             Last August,
             <strong>
              Alex Hernandez
             </strong>
             found herself in the market for a new piece of furniture.
            </p>
            <p style="font-size: 15px; line-height: 140%; margin: 5px 0px 10px;">
             Holed up in her Miami studio apartment, the 31-year-old executive assistant had grown weary of her “cheap and basic-looking” Ikea couch. She shopped around online and found a new one she liked — but it was a designer brand that was out of her price range.
            </p>
            <p style="font-size: 15px; line-height: 140%; margin: 5px 0px 10px;">
             So she opted for a makeover instead.
            </p>
            <p style="font-size: 15px; line-height: 140%; margin: 5px 0px 10px;">
             She spiced things up with a set of mid-century modern legs ($70) and a new cover ($120) from an Ikea customization website. The project cost Hernandez about one-tenth of the designer version she’d had her eye on and it saved an old piece of furniture from the landfill.
            </p>
            <p style="font-size: 15px; line-height: 140%; margin: 5px 0px 10px;">
             This type of upcycling, called
             <strong>
              Ikea hacking
             </strong>
             , has been on the rise during the pandemic.
            </p>
            <p style="font-size: 15px; line-height: 140%; margin: 5px 0px 10px;">
             And for companies that sell custom Ikea-friendly fixtures — legs, couch covers, knobs, and cabinet doors — business is booming.
            </p>
            <h4 style="font-size: 17px; height: 100%; letter-spacing: 0px; line-height: 22px; padding-top: 8px; margin: 0px;">
             <strong>
              What the heck is Ikea hacking?
             </strong>
            </h4>
            <p style="font-size: 15px; line-height: 140%; margin: 5px 0px 10px;">
             Ikea has achieved the kind of scale and
             <a style="color: #d62829; text-decoration: none; -webkit-text-fill-color: #d62829;">
              <u style="color: #d62829; underline: none; text-decoration: none;">
               brand recognition
              </u>
             </a>
             that most companies can only dream of.
            </p>
            <p style="font-size: 15px; line-height: 140%; margin: 5px 0px 10px;">
             With
             <strong>
              ~$44B
             </strong>
             in annual revenue,
             <strong>
              445
             </strong>
             retail stores, and
             <strong>
              217k
             </strong>
             employees, the Sweden-based company is the
             <a style="color: #d62829; text-decoration: none; -webkit-text-fill-color: #d62829;">
              <u style="color: #d62829; underline: none; text-decoration: none;">
               world’s largest
              </u>
             </a>
             home furnishings retailer, enjoying a stranglehold on the ready-to-assemble furniture market.
            </p>
            <p style="font-size: 15px; line-height: 140%; margin: 5px 0px 10px;">
             In many countries,
             <a style="color: #d62829; text-decoration: none; -webkit-text-fill-color: #d62829;">
              <u style="color: #d62829; underline: none; text-decoration: none;">
               50%+ of the population
              </u>
             </a>
             owns at least one Ikea product.
            </p>
           </td>
          </tr>
          <tr>
           <td align="center" style="text-align: center;">
            <img alt="" src="https://inboxflows.com/_/image/https%253A%252F%252Fmedia.sailthru.com%252Fcomposer%252Fimages%252Fsailthru-prod-6ks%252Fat_a_glance.jpeg/?inbox_flows_img_sig=eyJwYXRoIjoiaHR0cHMlM0ElMkYlMkZtZWRpYS5zYWlsdCJ9:1luux9:lFQ_pog1sWr_fNVg1pkOkHFszCMeEbsLuRKpZ5GmegQ" style="width: 100%; max-width: 600px; height: auto; padding-top: 10px;" width="600"/>
            <p align="left" style="font-family: Helvetica, sans-serif; color: #5f696c; font-size: 12px; font-style: italic; text-align: left; line-height: 20px; margin: 0px; padding: 8px 5px 20px;">
             The Hustle
            </p>
           </td>
          </tr>
          <tr>
           <td class="h2020 ignore-defaults" style="padding: 0px 10px;">
            <p style="font-size: 15px; line-height: 140%; margin: 5px 0px 10px;">
             In a way, Ikea is kind of like the Bitcoin of furniture: the company uses
             <strong>
              universal designs
             </strong>
             , meaning its hardware and measurements are
             <a style="color: #d62829; text-decoration: none; -webkit-text-fill-color: #d62829;">
              <u style="color: #d62829; underline: none; text-decoration: none;">
               uniform
              </u>
             </a>
             across most of the developed world.
            </p>
            <p style="font-size: 15px; line-height: 140%; margin: 5px 0px 10px;">
             And folks who want to add some pizzazz to their mass-produced Billy bookcases and Kallax shelf units have no shortage of customization options to choose from online.
            </p>
            <p style="font-size: 15px; line-height: 140%; margin: 5px 0px 10px;">
             Broadly, Ikea hacking is any form of upgrading, customizing, repurposing, or personalizing a piece of stock Ikea furniture.
            </p>
            <p style="font-size: 15px; line-height: 140%; margin: 5px 0px 10px;">
             The movement gained steam in the mid-2000s, when popular DIY blogs like
             <a style="color: #d62829; text-decoration: none; -webkit-text-fill-color: #d62829;">
              <u style="color: #d62829; underline: none; text-decoration: none;">
               Ikea Hackers
              </u>
             </a>
             and
             <a style="color: #d62829; text-decoration: none; -webkit-text-fill-color: #d62829;">
              <u style="color: #d62829; underline: none; text-decoration: none;">
               Instructables
              </u>
             </a>
             began offering up easy, affordable tweaks to popular items like Billy bookcases and Kallax shelf units.
            </p>
            <p style="font-size: 15px; line-height: 140%; margin: 5px 0px 10px;">
             At first, Ikea wasn’t a fan of people customizing its furniture and even sent Ikea Hackers a
             <a style="color: #d62829; text-decoration: none; -webkit-text-fill-color: #d62829;">
              <u style="color: #d62829; underline: none; text-decoration: none;">
               cease and desist
              </u>
             </a>
             . But since then, the company has embraced its hackers.
            </p>
            <p style="font-size: 15px; line-height: 140%; margin: 5px 0px 10px;">
             And over the past decade, this once small and wacky community has burgeoned into a full-fledged industry.
            </p>
           </td>
          </tr>
          <tr>
           <td align="center" style="text-align: center;">
            <img alt="" src="https://inboxflows.com/_/image/https%253A%252F%252Fmedia.sailthru.com%252Fcomposer%252Fimages%252Fsailthru-prod-6ks%252Frise-lower.jpeg/?inbox_flows_img_sig=eyJwYXRoIjoiaHR0cHMlM0ElMkYlMkZtZWRpYS5zYWlsdCJ9:1luux9:lFQ_pog1sWr_fNVg1pkOkHFszCMeEbsLuRKpZ5GmegQ" style="width: 100%; max-width: 600px; height: auto; padding-top: 10px;" width="600"/>
            <p align="left" style="font-family: Helvetica, sans-serif; color: #5f696c; font-size: 12px; font-style: italic; text-align: left; line-height: 20px; margin: 0px; padding: 8px 5px 20px;">
             The Hustle
            </p>
           </td>
          </tr>
          <tr>
           <td class="h2020 ignore-defaults" style="padding: 0px 10px;">
            <p style="font-size: 15px; line-height: 140%; margin: 5px 0px 10px;">
             Nearly every social media platform abounds with Ikea hacking content:
            </p>
            <ul style="font-size: 16px; line-height: 20px; padding-bottom: 10px; padding-left: 12px; margin: 0;">
             <li style="font-size: 15px; line-height: 140%; margin: 0 0 0 15px; padding: 0px;">
              <a style="color: #d62829; text-decoration: none;">
               <u style="color: #d62829; underline: none; text-decoration: none;">
                TikTok
               </u>
              </a>
              :
              <strong>
               64m
              </strong>
              views on #ikeahacks videos
             </li>
             <li style="font-size: 15px; line-height: 140%; margin: 0 0 0 15px; padding: 0px;">
              <a style="color: #d62829; text-decoration: none;">
               <u style="color: #d62829; underline: none; text-decoration: none;">
                Instagram
               </u>
              </a>
              :
              <strong>
               500k
              </strong>
              posts tagged with #Ikeahack
             </li>
             <li style="font-size: 15px; line-height: 140%; margin: 0 0 0 15px; padding: 0px;">
              <a style="color: #d62829; text-decoration: none;">
               <u style="color: #d62829; underline: none; text-decoration: none;">
                Facebook
               </u>
              </a>
              : hundreds of Ikea hacking
              <a style="color: #d62829; text-decoration: none;">
               <u style="color: #d62829; underline: none; text-decoration: none;">
                groups
               </u>
              </a>
              with more than
              <strong>
               1m collective members
              </strong>
             </li>
             <li style="font-size: 15px; line-height: 140%; margin: 0 0 0 15px; padding: 0px;">
              <a style="color: #d62829; text-decoration: none;">
               <u style="color: #d62829; underline: none; text-decoration: none;">
                YouTube
               </u>
              </a>
              : thousands of Ikea hack videos with
              <strong>
               100m+
              </strong>
              views
             </li>
             <li style="font-size: 15px; line-height: 140%; margin: 0 0 0 15px; padding: 0px;">
              <a style="color: #d62829; text-decoration: none;">
               <u style="color: #d62829; underline: none; text-decoration: none;">
                Pinterest
               </u>
              </a>
              : an endless scroll of DIY Ikea projects
             </li>
             <li style="font-size: 15px; line-height: 140%; margin: 0 0 0 15px; padding: 0px;">
              <a style="color: #d62829; text-decoration: none;">
               <u style="color: #d62829; underline: none; text-decoration: none;">
                Reddit
               </u>
              </a>
              : r/Ikeahacks boasts
              <strong>
               76k subscribers
              </strong>
              and has
              <a style="color: #d62829; text-decoration: none;">
               <u style="color: #d62829; underline: none; text-decoration: none;">
                grown 400%
               </u>
              </a>
              in the past 5 years
             </li>
            </ul>
            <p style="font-size: 15px; line-height: 140%; margin: 5px 0px 10px;">
             Within this broader ecosystem, certain Ikea products have earned a cult following in niche communities.
            </p>
            <p style="font-size: 15px; line-height: 140%; margin: 5px 0px 10px;">
             <a style="color: #d62829; text-decoration: none; -webkit-text-fill-color: #d62829;">
              <u style="color: #d62829; underline: none; text-decoration: none;">
               Plant enthusiasts
              </u>
             </a>
             use Fabrikör cabinets to make their own indoor greenhouses.
             <a style="color: #d62829; text-decoration: none; -webkit-text-fill-color: #d62829;">
              <u style="color: #d62829; underline: none; text-decoration: none;">
               Photographers
              </u>
             </a>
             convert Schottis shades into DIY lightboxes.
             <a style="color: #d62829; text-decoration: none; -webkit-text-fill-color: #d62829;">
              <u style="color: #d62829; underline: none; text-decoration: none;">
               Parents
              </u>
             </a>
             transform Flisat tables into sensory stations for toddlers. Some have even crafted
             <a style="color: #d62829; text-decoration: none; -webkit-text-fill-color: #d62829;">
              <u style="color: #d62829; underline: none; text-decoration: none;">
               sex toys
              </u>
             </a>
             out of Ikea shoe trees and milk frothers.
            </p>
            <p style="font-size: 15px; line-height: 140%; margin: 5px 0px 10px;">
             In a survey of 1,206 readers of
             <em>
              The Hustle
             </em>
             ,
             <strong>
             </strong>
             half of all respondents said they had heard of the concept of Ikea hacking — and
             <strong>
              43%
             </strong>
             said they’d engaged in the practice at some point.
            </p>
           </td>
          </tr>
          <tr>
           <td align="center" style="text-align: center;">
            <img alt="" src="https://inboxflows.com/_/image/https%253A%252F%252Fmedia.sailthru.com%252Fcomposer%252Fimages%252Fsailthru-prod-6ks%252Fawareness_piechart.jpeg/?inbox_flows_img_sig=eyJwYXRoIjoiaHR0cHMlM0ElMkYlMkZtZWRpYS5zYWlsdCJ9:1luux9:lFQ_pog1sWr_fNVg1pkOkHFszCMeEbsLuRKpZ5GmegQ" style="width: 100%; max-width: 600px; height: auto; padding-top: 10px;" width="600"/>
            <p align="left" style="font-family: Helvetica, sans-serif; color: #5f696c; font-size: 12px; font-style: italic; text-align: left; line-height: 20px; margin: 0px; padding: 8px 5px 20px;">
             The Hustle
            </p>
           </td>
          </tr>
          <tr>
           <td class="h2020 ignore-defaults" style="padding: 0px 10px;">
            <p style="font-size: 15px; line-height: 140%; margin: 5px 0px 10px;">
             In our survey, readers had no shortage of their own creative new uses for old Ikea furniture:
            </p>
            <ul style="font-size: 16px; line-height: 20px; padding-bottom: 10px; padding-left: 12px; margin: 0;">
             <li style="font-size: 15px; line-height: 140%; margin: 0 0 0 15px; padding: 0px;">
              <strong>
               Jordan Elgie
              </strong>
              (musician, Ontario) turned an Ikea shelf into an electric guitar pedalboard.
             </li>
             <li style="font-size: 15px; line-height: 140%; margin: 0 0 0 15px; padding: 0px;">
              <strong>
               Peter Sanderson
              </strong>
              (sales director, Rhode Island) converted an Ikea headboard into a dog gate for his Rottweiler puppy.
             </li>
             <li style="font-size: 15px; line-height: 140%; margin: 0 0 0 15px; padding: 0px;">
              <strong>
               Randy Hees
              </strong>
              (museum director, Colorado) built a floor-to-ceiling library using 26 Ikea bookcases.
             </li>
             <li style="font-size: 15px; line-height: 140%; margin: 0 0 0 15px; padding: 0px;">
              <strong>
               Rick Moore
              </strong>
              (film technician, Vancouver) transformed an Ikea butcher block cart into a wine rack.
             </li>
             <li style="font-size: 15px; line-height: 140%; margin: 0 0 0 15px; padding: 0px;">
              <strong>
               Laurel Choate
              </strong>
              (literary agent, New York) made a kitchen island out of Ikea shelves, legs, and a countertop.
             </li>
            </ul>
            <p style="font-size: 15px; line-height: 140%; margin: 5px 0px 10px;">
             During the pandemic, an increase in remote work and time spent at home has led to a
             <a style="color: #d62829; text-decoration: none; -webkit-text-fill-color: #d62829;">
              <u style="color: #d62829; underline: none; text-decoration: none;">
               DIY remodel boom
              </u>
             </a>
             — and a surge in Ikea hacks.
            </p>
            <p style="font-size: 15px; line-height: 140%; margin: 5px 0px 10px;">
             Among our respondents,
             <strong>
              69%
             </strong>
             said they had bought new furniture during the pandemic, and
             <strong>
              38%
             </strong>
             said they had updated an existing piece of furniture.
            </p>
           </td>
          </tr>
          <tr>
           <td align="center" style="text-align: center;">
            <img alt="" src="https://inboxflows.com/_/image/https%253A%252F%252Fmedia.sailthru.com%252Fcomposer%252Fimages%252Fsailthru-prod-6ks%252Fbuying_trends.jpeg/?inbox_flows_img_sig=eyJwYXRoIjoiaHR0cHMlM0ElMkYlMkZtZWRpYS5zYWlsdCJ9:1luux9:lFQ_pog1sWr_fNVg1pkOkHFszCMeEbsLuRKpZ5GmegQ" style="width: 100%; max-width: 600px; height: auto; padding-top: 10px;" width="600"/>
            <p align="left" style="font-family: Helvetica, sans-serif; color: #5f696c; font-size: 12px; font-style: italic; text-align: left; line-height: 20px; margin: 0px; padding: 8px 5px 20px;">
             The Hustle
            </p>
           </td>
          </tr>
          <tr>
           <td class="h2020 ignore-defaults" style="padding: 0px 10px;">
            <p style="font-size: 15px; line-height: 140%; margin: 5px 0px 10px;">
             “We disassembled a cheap Ikea table, painted it a new color, and bought new legs to make it more mid-century modern,” says
             <strong>
              Zoë Kronovet
             </strong>
             , a digital marketing manager in North Carolina. “We also bought a $300 velvet midnight-blue cover for a basic Ikea couch to give it a new life.”
            </p>
            <p style="font-size: 15px; line-height: 140%; margin: 5px 0px 10px;">
             Like Kronovet, the majority of Ikea hackers stick to simple aesthetic changes: new knobs on a dresser, a new set of legs on a table, or new cabinet doors — little touches to shake things up.
            </p>
            <p style="font-size: 15px; line-height: 140%; margin: 5px 0px 10px;">
             And they have no shortage of options to choose from.
            </p>
            <h4 style="font-size: 17px; height: 100%; letter-spacing: 0px; line-height: 22px; padding-top: 8px; margin: 0px;">
             <strong>
              The Ikea hacking industry
             </strong>
            </h4>
            <p style="font-size: 15px; line-height: 140%; margin: 5px 0px 10px;">
             When on the hunt to revamp old Ikea wares, prospective customers often turn to a cottage industry of e-commerce startups — mostly female-owned — that specialize in Ikea customization:
            </p>
            <ul style="font-size: 16px; line-height: 20px; padding-bottom: 10px; padding-left: 12px; margin: 0;">
             <li style="font-size: 15px; line-height: 140%; margin: 0 0 0 15px; padding: 0px;">
              <a style="color: #d62829; text-decoration: none;">
               <u style="color: #d62829; underline: none; text-decoration: none;">
                Semihandmade
               </u>
              </a>
              ,
              <a style="color: #d62829; text-decoration: none;">
               <u style="color: #d62829; underline: none; text-decoration: none;">
                Reform
               </u>
              </a>
              : customization options for Ikea kitchens
             </li>
             <li style="font-size: 15px; line-height: 140%; margin: 0 0 0 15px; padding: 0px;">
              <a style="color: #d62829; text-decoration: none;">
               <u style="color: #d62829; underline: none; text-decoration: none;">
                Superfront
               </u>
              </a>
              ,
              <a style="color: #d62829; text-decoration: none;">
               <u style="color: #d62829; underline: none; text-decoration: none;">
                Norse Interiors
               </u>
              </a>
              : legs, hardware, and cabinet doors for an array of best-selling Ikea products
             </li>
             <li style="font-size: 15px; line-height: 140%; margin: 0 0 0 15px; padding: 0px;">
              <a style="color: #d62829; text-decoration: none;">
               <u style="color: #d62829; underline: none; text-decoration: none;">
                Prettypegs
               </u>
              </a>
              : legs for Ikea sofas, tables, and consoles
             </li>
             <li style="font-size: 15px; line-height: 140%; margin: 0 0 0 15px; padding: 0px;">
              <a style="color: #d62829; text-decoration: none;">
               <u style="color: #d62829; underline: none; text-decoration: none;">
                Kokeena
               </u>
              </a>
              : doors and casework for Ikea cabinets
             </li>
             <li style="font-size: 15px; line-height: 140%; margin: 0 0 0 15px; padding: 0px;">
              <a style="color: #d62829; text-decoration: none;">
               <u style="color: #d62829; underline: none; text-decoration: none;">
                Panyl
               </u>
              </a>
              : vinyl wraps for Ikea furniture
             </li>
             <li style="font-size: 15px; line-height: 140%; margin: 0 0 0 15px; padding: 0px;">
              <a style="color: #d62829; text-decoration: none;">
               <u style="color: #d62829; underline: none; text-decoration: none;">
                Bemz
               </u>
              </a>
              : covers for Ikea couches and chairs
             </li>
            </ul>
            <p style="font-size: 15px; line-height: 140%; margin: 5px 0px 10px;">
             On
             <a style="color: #d62829; text-decoration: none; -webkit-text-fill-color: #d62829;">
              <u style="color: #d62829; underline: none; text-decoration: none;">
               Etsy
              </u>
             </a>
             , you’ll find dozens of smaller companies hawking handmade legs, brass knobs, shelf inserts, and sofa covers specifically crafted to fit Ikea furniture lines.
            </p>
           </td>
          </tr>
          <tr>
           <td align="center" style="text-align: center;">
            <img alt="" src="https://inboxflows.com/_/image/https%253A%252F%252Fmedia.sailthru.com%252Fcomposer%252Fimages%252Fsailthru-prod-6ks%252Fmakeover.jpeg/?inbox_flows_img_sig=eyJwYXRoIjoiaHR0cHMlM0ElMkYlMkZtZWRpYS5zYWlsdCJ9:1luux9:lFQ_pog1sWr_fNVg1pkOkHFszCMeEbsLuRKpZ5GmegQ" style="width: 100%; max-width: 600px; height: auto; padding-top: 10px;" width="600"/>
            <p align="left" style="font-family: Helvetica, sans-serif; color: #5f696c; font-size: 12px; font-style: italic; text-align: left; line-height: 20px; margin: 0px; padding: 8px 5px 20px;">
             A before/after kitchen remodel using an Ikea base system modified with Semihandmade mahogany panels (Semihandmade)
            </p>
           </td>
          </tr>
          <tr>
           <td class="h2020 ignore-defaults" style="padding: 0px 10px;">
            <p style="font-size: 15px; line-height: 140%; margin: 5px 0px 10px;">
             <strong>
              Monica Born
             </strong>
             quit her copywriting gig 10 years ago to found Superfront with her husband Mick, after noticing that many of her friends in Sweden were commissioning their own pricey Ikea replacement doors from local carpenters.
            </p>
            <p style="font-size: 15px; line-height: 140%; margin: 5px 0px 10px;">
             In Sweden, where
             <strong>
              90%
             </strong>
             of residents own Ikea furniture, she sensed an opportunity to streamline and normalize the customization process.
            </p>
            <p style="font-size: 15px; line-height: 140%; margin: 5px 0px 10px;">
             Today, the business offers cabinet doors, handles, and legs compatible with Ikea’s 4 best-selling furniture lines.
            </p>
            <p style="font-size: 15px; line-height: 140%; margin: 5px 0px 10px;">
             Born says the company is on track to hit
             <strong>
              ~$8m in annual sales
             </strong>
             this year — a 50% bump from last year.
            </p>
            <p style="font-size: 15px; line-height: 140%; margin: 5px 0px 10px;">
             “It’s becoming more and more [common] to tell your dinner guests that you repurposed something,” she says. “It’s cool to say, ‘We thought it was crazy to throw away that piece of Ikea furniture so we redesigned it instead.’”
            </p>
            <p style="font-size: 15px; line-height: 140%; margin: 5px 0px 10px;">
             <strong>
              Jana Kagin
             </strong>
             left a career in psychology to launch the Stockholm-based Ikea customizer Prettypegs in 2012.
            </p>
            <p style="font-size: 15px; line-height: 140%; margin: 5px 0px 10px;">
             “Ikea is such a huge part of Sweden’s DNA — it’s in our breast milk,” she says. “But a lot of people want to differentiate from the mass-produced. We offer a more affordable option by pairing DIY with high-end design.”
            </p>
            <p style="font-size: 15px; line-height: 140%; margin: 5px 0px 10px;">
             As an example, she cites a
             <a style="color: #d62829; text-decoration: none; -webkit-text-fill-color: #d62829;">
              <u style="color: #d62829; underline: none; text-decoration: none;">
               customer
              </u>
             </a>
             who was able to reconstruct a
             <strong>
              $1.5k
             </strong>
             West Elm console for
             <strong>
              $288
             </strong>
             using a set of Prettypegs legs ($60), knobs ($28), and a bit of DIY handiwork.
            </p>
           </td>
          </tr>
          <tr>
           <td align="center" style="text-align: center;">
            <img alt="" src="https://inboxflows.com/_/image/https%253A%252F%252Fmedia.sailthru.com%252Fcomposer%252Fimages%252Fsailthru-prod-6ks%252Fprice-lower.jpeg/?inbox_flows_img_sig=eyJwYXRoIjoiaHR0cHMlM0ElMkYlMkZtZWRpYS5zYWlsdCJ9:1luux9:lFQ_pog1sWr_fNVg1pkOkHFszCMeEbsLuRKpZ5GmegQ" style="width: 100%; max-width: 600px; height: auto; padding-top: 10px;" width="600"/>
            <p align="left" style="font-family: Helvetica, sans-serif; color: #5f696c; font-size: 12px; font-style: italic; text-align: left; line-height: 20px; margin: 0px; padding: 8px 5px 20px;">
             Kim Bui, a Florida-based homeowner, hacked together a designer console replica using custom Ikea legs, hardware, and some elbow grease (XO My Home; graphic: The Hustle)
            </p>
           </td>
          </tr>
          <tr>
           <td class="h2020 ignore-defaults" style="padding: 0px 10px;">
            <p style="font-size: 15px; line-height: 140%; margin: 5px 0px 10px;">
             Demand is so high, she says, that it’s been hard to keep items in stock.
            </p>
            <p style="font-size: 15px; line-height: 140%; margin: 5px 0px 10px;">
             “When we first started, we thought, ‘It’s just furniture legs, it’s not rocket science!’ But everything becomes rocket science as a business scales,” she says. “Logistics, hardware, packaging, lacquer, paint — there are so many moving parts that have strained supply chains right now.”
            </p>
            <p style="font-size: 15px; line-height: 140%; margin: 5px 0px 10px;">
             While many of these companies are based in Sweden, some entrepreneurs have found success focusing on the US market.
            </p>
            <p style="font-size: 15px; line-height: 140%; margin: 5px 0px 10px;">
             <strong>
              Lotta Lundaas
             </strong>
             , the founder of Norse Interiors, based in New York City, says her company is on track to hit
             <strong>
              $1m in sales
             </strong>
             just 3 years after launching — a
             <strong>
              3x increase
             </strong>
             year-over-year.
            </p>
            <p style="font-size: 15px; line-height: 140%; margin: 5px 0px 10px;">
             Lundaas leveraged her background as an online marketer to identify which Ikea products to offer custom cabinet doors for, reverse engineering the company’s best sellers by looking at search volume data.
            </p>
           </td>
          </tr>
          <tr>
           <td align="center" style="text-align: center;">
            <img alt="" src="https://inboxflows.com/_/image/https%253A%252F%252Fmedia.sailthru.com%252Fcomposer%252Fimages%252Fsailthru-prod-6ks%252Fbeforeafter.jpeg/?inbox_flows_img_sig=eyJwYXRoIjoiaHR0cHMlM0ElMkYlMkZtZWRpYS5zYWlsdCJ9:1luux9:lFQ_pog1sWr_fNVg1pkOkHFszCMeEbsLuRKpZ5GmegQ" style="width: 100%; max-width: 600px; height: auto; padding-top: 10px;" width="600"/>
            <p align="left" style="font-family: Helvetica, sans-serif; color: #5f696c; font-size: 12px; font-style: italic; text-align: left; line-height: 20px; margin: 0px; padding: 8px 5px 20px;">
             Left: A stock Ikea Besta cabinet; Right: An Ikea Besta cabinet upgraded with cane double doors, chrome knobs, and chrome legs from Norse Interiors (Ikea, Norse Interiors)
            </p>
           </td>
          </tr>
          <tr>
           <td class="h2020 ignore-defaults" style="padding: 0px 10px;">
            <p style="font-size: 15px; line-height: 140%; margin: 5px 0px 10px;">
             The Copenhagen-based startup Reform has taken a different route.
            </p>
            <p style="font-size: 15px; line-height: 140%; margin: 5px 0px 10px;">
             Launched in 2014 with the aim of customizing Ikea kitchen cabinets, the company has since moved into offering its own product lines. But it has trouble keeping its prices appealing to the Ikea demographic.
            </p>
            <p style="font-size: 15px; line-height: 140%; margin: 5px 0px 10px;">
             “It’s hard to match Ikea’s economies of scale,” says
             <strong>
              Scott Bird
             </strong>
             , the company’s managing director. “They sell some of their products at a price that’s lower than what we can even source them for.”
            </p>
            <p style="font-size: 15px; line-height: 140%; margin: 5px 0px 10px;">
             But these economies of scale come with a price.
            </p>
            <h4 style="font-size: 17px; height: 100%; letter-spacing: 0px; line-height: 22px; padding-top: 8px; margin: 0px;">
             <strong>
              An antidote to ‘fast furniture’
             </strong>
            </h4>
            <p style="font-size: 15px; line-height: 140%; margin: 5px 0px 10px;">
             Beyond design, Ikea hacking aims to tackle a larger problem: the scourge of so-called “
             <a style="color: #d62829; text-decoration: none; -webkit-text-fill-color: #d62829;">
              <u style="color: #d62829; underline: none; text-decoration: none;">
               fast furniture
              </u>
             </a>
             .”
            </p>
            <p style="font-size: 15px; line-height: 140%; margin: 5px 0px 10px;">
             In the 1950s, furniture was seen as a generational investment that would last decades. Today, the average couch lasts just
             <a style="color: #d62829; text-decoration: none; -webkit-text-fill-color: #d62829;">
              <u style="color: #d62829; underline: none; text-decoration: none;">
               6 years
              </u>
             </a>
             . Each year, Americans discard
             <strong>
              20m tons
             </strong>
             of furniture — a figure that has
             <a style="color: #d62829; text-decoration: none; -webkit-text-fill-color: #d62829;">
              <u style="color: #d62829; underline: none; text-decoration: none;">
               doubled
              </u>
             </a>
             in the last decade.
            </p>
            <p style="font-size: 15px; line-height: 140%; margin: 5px 0px 10px;">
             Ikea — a company that
             <a style="color: #d62829; text-decoration: none; -webkit-text-fill-color: #d62829;">
              <u style="color: #d62829; underline: none; text-decoration: none;">
               uses
              </u>
             </a>
             1% of the world’s entire wood supply and has
             <a style="color: #d62829; text-decoration: none; -webkit-text-fill-color: #d62829;">
              <u style="color: #d62829; underline: none; text-decoration: none;">
               encouraged
              </u>
             </a>
             customers to frequently replace furniture in the past  — is at the center of this problem.
            </p>
            <p style="font-size: 15px; line-height: 140%; margin: 5px 0px 10px;">
             Part of the stated mission of Ikea hacking, and the
             <a style="color: #d62829; text-decoration: none; -webkit-text-fill-color: #d62829;">
              <u style="color: #d62829; underline: none; text-decoration: none;">
               upcycling movement
              </u>
             </a>
             at large, is to extend the lifespan of furniture.
            </p>
            <p style="font-size: 15px; line-height: 140%; margin: 5px 0px 10px;">
             In its own independent research, Prettypegs found that a simple design change could result in a person keeping a piece of furniture
             <a style="color: #d62829; text-decoration: none; -webkit-text-fill-color: #d62829;">
              <u style="color: #d62829; underline: none; text-decoration: none;">
               20% longer
              </u>
             </a>
             . The company estimates that it has helped customers hold on to 19k pieces of Ikea furniture, saving 179 tons of CO2 emissions.
            </p>
            <p style="font-size: 15px; line-height: 140%; margin: 5px 0px 10px;">
             Consumers are increasingly concerned about the environmental impact of their purchases: In our survey,
             <strong>
              60%
             </strong>
             of respondents said eco-friendliness is an important consideration when buying home furnishings.
            </p>
           </td>
          </tr>
          <tr>
           <td align="center" style="text-align: center;">
            <img alt="" src="https://inboxflows.com/_/image/https%253A%252F%252Fmedia.sailthru.com%252Fcomposer%252Fimages%252Fsailthru-prod-6ks%252Feco.jpeg/?inbox_flows_img_sig=eyJwYXRoIjoiaHR0cHMlM0ElMkYlMkZtZWRpYS5zYWlsdCJ9:1luux9:lFQ_pog1sWr_fNVg1pkOkHFszCMeEbsLuRKpZ5GmegQ" style="width: 100%; max-width: 600px; height: auto; padding-top: 10px;" width="600"/>
            <p align="left" style="font-family: Helvetica, sans-serif; color: #5f696c; font-size: 12px; font-style: italic; text-align: left; line-height: 20px; margin: 0px; padding: 8px 5px 20px;">
             The Hustle
            </p>
           </td>
          </tr>
          <tr>
           <td class="h2020 ignore-defaults" style="padding: 0px 10px;">
            <p style="font-size: 15px; line-height: 140%; margin: 5px 0px 10px;">
             A
             <a style="color: #d62829; text-decoration: none; -webkit-text-fill-color: #d62829;">
              <u style="color: #d62829; underline: none; text-decoration: none;">
               report
              </u>
             </a>
             by the Retail Industry Leaders Association found that:
            </p>
            <ul style="font-size: 16px; line-height: 20px; padding-bottom: 10px; padding-left: 12px; margin: 0;">
             <li style="font-size: 15px; line-height: 140%; margin: 0 0 0 15px; padding: 0px;">
              <strong>
               93%
              </strong>
              of global consumers expect the brands they use to address and consider environmental issues
             </li>
             <li style="font-size: 15px; line-height: 140%; margin: 0 0 0 15px; padding: 0px;">
              American consumers will spend up to
              <strong>
               20%
              </strong>
              <strong>
               more
              </strong>
              on products that are environmentally friendly.
             </li>
            </ul>
            <p style="font-size: 15px; line-height: 140%; margin: 5px 0px 10px;">
             For its part, Ikea has announced
             <a style="color: #d62829; text-decoration: none; -webkit-text-fill-color: #d62829;">
              <u style="color: #d62829; underline: none; text-decoration: none;">
               buy-back programs
              </u>
             </a>
             and
             <a style="color: #d62829; text-decoration: none; -webkit-text-fill-color: #d62829;">
              <u style="color: #d62829; underline: none; text-decoration: none;">
               plans
              </u>
             </a>
             to be “climate positive” by 2030.
            </p>
            <p style="font-size: 15px; line-height: 140%; margin: 5px 0px 10px;">
             But for consumers who already have a house full of Ikea furniture, a little redesigning and repurposing may be the greenest course of action.
            </p>
            <p style="font-size: 15px; line-height: 140%; margin: 5px 0px 10px;">
             “We’re all in the business of making Ikea products last longer,” says Cagin, of Prettypegs. “We want to turn fast furniture into slow furniture.”
            </p>
           </td>
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