IKEA Hong Kong has collaborated with online new and second hand goods marketplace Carousell to launch a limited-edition IKEA microsite on the Carousell platform. The microsite will sell a collection of display items and discontinued models at discounted prices until 31 August this year. The collaboration comes following IKEA’s success last year in setting up recycle vending machines in branches and establishing Sai Wan Ho Pickup-Point and Bargain Corner.
According to the press release, IKEA is extending its commitment to environmental protection this year by bringing its sustainable purchasing model to the Internet through the microsite. The microsite will provide consumers with alternative options when shopping for new furniture for their homes, while giving these functioning used products in good condition a second life, to reduce discard and waste, and achieve a sustainable consumption pattern.
The microsite will be updated every Monday with 200 items including used IKEA products from other consumers and a variety of discontinued or limited stock items and display items from the IKEA Kowloon Bay store’s special selection. Some of the items include the KALLAX, a shelving unit, and the MALM (pictured below), a chest of six drawers. A second update may be made to the microsite in the middle of the week if the first update receives good responses. With the dedicated microsite, users can save time from searching for products, communicating with sellers, and agreeing on deals.
Meanwhile, IKEA Kowloon Bay store (pictured below) will be the first store to have a Carousell account. Buyers who find their favourite items in the Kowloon Bay Store Carousell account can go to the physical IKEA store to purchase them.
Additionally, to incentivise the public to try the new way of shopping, customers who purchase products from the Carousell IKEA microsite can redeem a HK$20 coupon at the customer service department of the Kowloon Bay Branch.
According to the Carousell Recommerce Index (2021 Report), 85% of Hong Kong users have made purchases on the platform for preloved goods. Half of the 85% decided to do so for environmental reasons. Carousell’s data analysis for the first quarter of 2022 indicates that furniture and home furnishings is one of the five most popular categories on the platform, with “IKEA” topping the chart as the most searched keyword in this category. About 160,000 Carousell users have searched for IKEA products.
According to the press release, Carousell and IKEA share the same philosophy in brand development and want to utilise their influence in the market to cultivate public awareness of recycling, make people understand the concept of responsible green shopping, and to motivate consumers to rethink their relationship with nature and change their habit of over-consumption.
Kevin Huang, managing director at Carousell HK, said: "We are honoured to work with IKEA to make secondhand furniture shopping more accessible in Hong Kong. Adopting sustainable consumption patterns is important for our environment, and we are encouraged to see growing interest in Hong Kong towards choosing secondhand items for sustainability reasons. Home and Furniture is one of our top 5 categories for both buying and selling secondhand items on Carousell, and we hope that the IKEA microsite would encourage even more people to choose secondhand furniture."
Adrian Worth, managing director of IKEA North Asia, DFI retail group said that IKEA aims to achieve climate positive results by 2030. “As consumers become more open to second-hand goods, we are committed to developing the second-hand furniture market over the next 12 months. Not only to contribute to the environment, but also to offer practical products at a bargain price to buyers, presenting a win-win situation,” he adds. Worth explains that Carousell and IKEA share the same vision and that both brands hope to work with the public on environmental preservation, by extending product lifespan, reducing the cost of living and having a positive influence on the climate to create a better life for the next generation.
This is not the first time IKEA had collaborated with Carousell. In Singapore, IKEA had partnered with Carousell to launch a Secondhand Showroom at IKEA Tampines in celebration of Earth Day in April. The showroom displayed personal IKEA items and their stories, to showcase how secondhand items can be desirable, inspiring and aspirational, IKEA said in a statement.
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