Ikea will start renting and recycling furniture worldwide as part of an eco-friendly drive to address concerns its affordable, flat-pack business model leads to overconsumption and waste. Ingka Group, which operates 367 Ikea stores worldwide, earlier this year launched a pilot leasing furniture in four countries, a project it now plans to expand to all of its 30 markets. The idea is actually not that absurd, said Cecilia Cassinger, a professor of strategic communication at Sweden’s Lund University.
