Ikea lease

Kitchen subscription

Millennials and Gen Z are said to be less focused on ownership and increasingly interested to pay for access or usership. Technology has contributed to this shift for example in media; instead of buying movies, you pay for a Netflix subscription and instead of purchasing CD’s, you rely on your Spotify playlists that are just one click away. The shift from ownership to usership is also visible with more tangible products, such as cars, bikes and now furniture. Last year Ikea already introduced a small-scale pilot in the east of Amsterdam by letting students lease 5 pieces of furniture for 20 euros per month, but now the furniture giant is taking its new business model to a new level by providing customers the possibility to lease different types of furniture such as office chairs and kitchens.
The new strategy allows Ikea to re-use furniture and therefore reduce its climate footprint by 15 per cent in absolute terms. This will In addition, it will make apartments more flexible and adjustable to residents’ needs and taste. Read more about it on FastCompany and the Guardian.