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Fast Five Shorts | What Should We All Make Of IKEA's Secondhand Marketplace? · Omni Talk Retail

• 0:00
  IKEA
• 0:00
  is
• 0:00
  looking
• 0:00
  to
• 0:01
  expand
• 0:01
  its
• 0:01
  secondhand
• 0:02
  furniture
• 0:02
  offering
• 0:03
  after
• 0:03
  test
• 0:04
  success,
• 0:05
  according
• 0:05
  to
• 0:06
  Euro
• 0:06
  News,
• 0:07
  which.
• 0:07
  Ben,
• 0:07
  I
• 0:08
  have
• 0:08
  no
• 0:08
  doubt
• 0:08
  you
• 0:08
  read
• 0:09
  Euro
• 0:09
  News
• 0:09
  voraciously,
• 0:10
  right?
• 0:11
  It's
• 0:12
  always
• 0:12
  on
• 0:12
  your
• 0:12
  dial,
• 0:12
  Right.
• 0:13
  The
• 0:14
  decision
• 0:14
  comes
• 0:14
  after
• 0:14
  the
• 0:14
  Swedish
• 0:15
  multinational
• 0:16
  launched
• 0:16
  two
• 0:17
  successful
• 0:17
  pilot
• 0:18
  projects
• 0:18
  in
• 0:18
  Madrid
• 0:19
  and
• 0:19
  Oslo,
• 0:20
  which
• 0:20
  will
• 0:20
  be
• 0:20
  expanded
• 0:21
  to
• 0:21
  all
• 0:21
  of
• 0:21
  Spain
• 0:22
  and
• 0:22
  Norway
• 0:23
  until
• 0:24
  August,
• 0:25
  quote,
• 0:25
  it
• 0:26
  works.
• 0:26
  People
• 0:26
  like
• 0:27
  it,
• 0:27
  said
• 0:27
  Jesper
• 0:28
  Brodin,
• 0:28
  CEO
• 0:29
  of
• 0:29
  IKEA's
• 0:30
  largest
• 0:30
  franchise.
• 0:30
  Inca
• 0:31
  Brodin
• 0:32
  then
• 0:32
  went
• 0:32
  on
• 0:32
  to
• 0:32
  add,
• 0:33
  quote,
• 0:33
  we
• 0:33
  have
• 0:33
  decided
• 0:34
  to
• 0:34
  expand
• 0:34
  it
• 0:34
  from
• 0:34
  Madrid
• 0:35
  to
• 0:35
  Spain
• 0:35
  and
• 0:36
  from
• 0:36
  Oslo
• 0:36
  to
• 0:37
  Norway
• 0:37
  in
• 0:37
  a
• 0:38
  couple
• 0:38
  of
• 0:38
  years.
• 0:39
  We
• 0:39
  want
• 0:39
  to
• 0:39
  scale
• 0:40
  it
• 0:40
  up
• 0:40
  to
• 0:40
  all
• 0:40
  markets
• 0:41
  in
• 0:41
  Europe,
• 0:41
  end
• 0:42
  quote.
• 0:42
  He
• 0:42
  also
• 0:43
  said
• 0:43
  that
• 0:43
  the
• 0:43
  pilot
• 0:43
  in
• 0:43
  Madrid
• 0:44
  and
• 0:44
  Oslo
• 0:45
  led
• 0:45
  to
• 0:45
  about
• 0:46
  200,000
• 0:46
  customers
• 0:47
  visiting
• 0:48
  the
• 0:48
  IKEA
• 0:49
  pre
• 0:49
  owned
• 0:49
  website
• 0:50
  and
• 0:50
  quote,
• 0:51
  couple
• 0:52
  of
• 0:52
  thousand
• 0:53
  people
• 0:53
  also
• 0:54
  engaging,
• 0:55
  end
• 0:55
  quote.
• 0:55
  Ben,
• 0:56
  we
• 0:56
  go
• 0:56
  to
• 0:57
  you
• 0:57
  as
• 0:57
  the
• 0:57
  resident
• 0:57
  European
• 0:58
  on
• 0:58
  this
• 0:59
  show.
• 0:59
  Are
• 1:00
  you
• 1:00
  surprised
• 1:00
  that
• 1:00
  IKEA
• 1:01
  European
• 1:01
  correspondent.
• 1:02
  A
• 1:02
  European
• 1:02
  correspondent
• 1:03
  from
• 1:03
  Armitage.
• 1:04
  Yes.
• 1:04
  Now
• 1:05
  you
• 1:05
  can
• 1:05
  put
• 1:05
  it
• 1:05
  on
• 1:05
  your
• 1:05
  LinkedIn,
• 1:06
  Ben.
• 1:06
  Now
• 1:06
  you
• 1:07
  can
• 1:07
  put
• 1:07
  it
• 1:07
  on.
• 1:08
  Yes.
• 1:10
  Are
• 1:10
  you
• 1:10
  surprised
• 1:10
  that
• 1:11
  IKEA
• 1:11
  is
• 1:11
  expanding
• 1:12
  the
• 1:12
  reach
• 1:12
  of
• 1:12
  its
• 1:13
  online
• 1:13
  secondhand
• 1:14
  marketplace?
• 1:16
  I
• 1:16
  love
• 1:16
  this,
• 1:17
  I
• 1:17
  love
• 1:17
  this
• 1:17
  story.
• 1:18
  Or
• 1:18
  I'm
• 1:19
  all
• 1:19
  in
• 1:19
  on
• 1:19
  this.
• 1:20
  I
• 1:20
  think
• 1:20
  so.
• 1:21
  Couple
• 1:21
  of
• 1:22
  reasons.
• 1:22
  One,
• 1:23
  they've
• 1:23
  tested
• 1:24
  it,
• 1:24
  they've
• 1:24
  tested
• 1:24
  it
• 1:24
  on
• 1:25
  two
• 1:25
  cities.
• 1:26
  They
• 1:26
  would
• 1:26
  not
• 1:26
  be
• 1:27
  expanding
• 1:27
  it
• 1:27
  if
• 1:28
  it,
• 1:28
  if
• 1:28
  they
• 1:28
  weren't
• 1:28
  getting
• 1:28
  some
• 1:29
  positive
• 1:29
  results
• 1:29
  from
• 1:30
  that.
• 1:30
  So
• 1:32
  that's
• 1:33
  great,
• 1:34
  I
• 1:34
  think.
• 1:34
  I
• 1:34
  mean,
• 1:34
  the
• 1:35
  second
• 1:35
  is
• 1:35
  this
• 1:36
  whole
• 1:36
  area
• 1:37
  of
• 1:37
  circular
• 1:38
  commerce
• 1:39
  is
• 1:40
  really
• 1:41
  growing
• 1:41
  and
• 1:42
  the
• 1:42
  brands
• 1:42
  have
• 1:43
  been
• 1:43
  completely
• 1:43
  left
• 1:43
  behind.
• 1:45
  So
• 1:46
  where'd
• 1:46
  you
• 1:46
  go
• 1:46
  to
• 1:47
  buy
• 1:47
  secondhand
• 1:47
  furniture?
• 1:48
  It's
• 1:48
  Facebook
• 1:48
  Marketplace.
• 1:50
  Where'd
• 1:50
  you
• 1:50
  go
• 1:50
  to
• 1:51
  buy
• 1:51
  pre
• 1:52
  used
• 1:52
  sneakers?
• 1:53
  It's
• 1:53
  ebay,
• 1:54
  you
• 1:55
  know,
• 1:55
  whether
• 1:55
  it's
• 1:55
  Nike
• 1:56
  or
• 1:56
  whether
• 1:56
  it's
• 1:57
  Ikea,
• 1:58
  every
• 1:59
  the
• 1:59
  brand
• 1:59
  and
• 2:00
  the
• 2:00
  IP
• 2:00
  owners
• 2:01
  are
• 2:01
  playing
• 2:01
  catch
• 2:01
  up
• 2:02
  in
• 2:02
  this
• 2:02
  space.
• 2:03
  So
• 2:03
  activities,
• 2:05
  having
• 2:05
  been
• 2:05
  on
• 2:06
  the,
• 2:06
  the,
• 2:06
  the
• 2:07
  IKEA
• 2:08
  pre
• 2:08
  sale
• 2:08
  website,
• 2:09
  having
• 2:09
  looked
• 2:10
  at
• 2:10
  what
• 2:10
  they're
• 2:11
  offering
• 2:11
  through
• 2:11
  in
• 2:12
  Madrid,
• 2:13
  the
• 2:13
  CX
• 2:14
  is
• 2:14
  good,
• 2:14
  the
• 2:15
  user
• 2:15
  experience
• 2:16
  is
• 2:16
  good.
• 2:17
  You
• 2:18
  can
• 2:18
  choose
• 2:19
  to
• 2:19
  either
• 2:20
  be
• 2:21
  paid
• 2:21
  as
• 2:21
  a
• 2:22
  seller,
• 2:22
  you
• 2:22
  could
• 2:22
  be
• 2:22
  paid
• 2:22
  in
• 2:23
  cash,
• 2:23
  or
• 2:23
  actually
• 2:23
  you
• 2:23
  can
• 2:24
  get
• 2:24
  vouchers
• 2:25
  to
• 2:25
  be
• 2:25
  used
• 2:25
  in
• 2:25
  an
• 2:25
  IKEA
• 2:26
  store.
• 2:26
  But
• 2:26
  you
• 2:26
  get
• 2:27
  15%
• 2:27
  more
• 2:27
  than
• 2:28
  the
• 2:28
  sale
• 2:28
  value.
• 2:29
  So
• 2:29
  it
• 2:29
  can
• 2:29
  drive
• 2:30
  some
• 2:30
  positive
• 2:31
  traffic
• 2:31
  back
• 2:31
  into
• 2:32
  the
• 2:32
  store,
• 2:33
  I
• 2:34
  think.
• 2:34
  Look,
• 2:34
  if
• 2:35
  they're
• 2:35
  trying
• 2:35
  it,
• 2:35
  it's
• 2:35
  good,
• 2:36
  they're
• 2:36
  expanding
• 2:36
  it.
• 2:37
  Uh,
• 2:37
  I'm,
• 2:38
  I'm
• 2:38
  all
• 2:39
  in
• 2:39
  on
• 2:39
  seeing
• 2:40
  brand
• 2:40
  owners
• 2:40
  be
• 2:40
  more
• 2:41
  active
• 2:41
  in
• 2:42
  circular
• 2:43
  commerce.
• 2:44
  Got
• 2:44
  it.
• 2:44
  So,
• 2:45
  Ben,
• 2:45
  so
• 2:45
  I
• 2:45
  want
• 2:45
  to
• 2:45
  make
• 2:45
  sure
• 2:45
  I
• 2:45
  heard
• 2:46
  you
• 2:46
  right.
• 2:46
  So
• 2:46
  you
• 2:46
  think
• 2:46
  this,
• 2:47
  this
• 2:47
  signals
• 2:47
  that
• 2:48
  the
• 2:48
  concept
• 2:48
  is
• 2:49
  actually
• 2:49
  working
• 2:49
  and
• 2:49
  they
• 2:50
  think
• 2:50
  there's
• 2:50
  a
• 2:50
  business
• 2:50
  out
• 2:51
  of
• 2:51
  it.
• 2:51
  Okay.
• 2:52
  I'm
• 2:52
  99%
• 2:53
  there
• 2:54
  that
• 2:54
  it
• 2:54
  signals
• 2:55
  it's
• 2:55
  working.
• 2:55
  I'm
• 2:56
  1%
• 2:57
  there
• 2:57
  that
• 2:58
  it
• 2:58
  might
• 2:58
  be
• 2:58
  helping
• 2:59
  some
• 2:59
  challenges
• 2:59
  they're
• 3:00
  having
• 3:00
  with
• 3:00
  sustainability
• 3:01
  communication.
• 3:03
  So
• 3:03
  I'm,
• 3:04
  I'm,
• 3:04
  I'm
• 3:04
  favoring
• 3:05
  the
• 3:05
  99%,
• 3:06
  but
• 3:06
  I
• 3:06
  do
• 3:06
  recognize
• 3:07
  it's
• 3:07
  a
• 3:08
  helpful
• 3:08
  part
• 3:08
  of
• 3:09
  a
• 3:09
  round
• 3:09
  of
• 3:10
  story
• 3:10
  giving.
• 3:11
  Them
• 3:11
  the
• 3:11
  extreme
• 3:12
  benefit
• 3:12
  of
• 3:12
  the
• 3:13
  doubt.
• 3:13
  Okay,
• 3:13
  got
• 3:13
  it,
• 3:14
  got
• 3:14
  it,
• 3:14
  got
• 3:14
  it,
• 3:14
  got
• 3:14
  it.
• 3:15
  And
• 3:16
  I,
• 3:16
  and
• 3:16
  I
• 3:16
  look
• 3:16
  forward.
• 3:17
  Members
• 3:17
  of
• 3:18
  the
• 3:18
  Ikea
• 3:19
  team
• 3:19
  are
• 3:19
  going
• 3:19
  to
• 3:19
  be
• 3:19
  on
• 3:19
  the
• 3:20
  short
• 3:20
  Europe
• 3:20
  agenda,
• 3:21
  so
• 3:21
  we
• 3:21
  can,
• 3:22
  we
• 3:22
  can
• 3:22
  ask
• 3:22
  them
• 3:22
  that
• 3:22
  honest
• 3:23
  question
• 3:23
  then.
• 3:24
  But
• 3:24
  for
• 3:24
  now,
• 3:24
  I
• 3:24
  am
• 3:24
  giving
• 3:25
  the
• 3:25
  benefit
• 3:25
  of
• 3:25
  the
• 3:25
  doubt.
• 3:26
  Yeah,
• 3:26
  that's
• 3:26
  right.
• 3:27
  And
• 3:27
  I
• 3:27
  think
• 3:27
  Ikea
• 3:28
  deserves
• 3:28
  the
• 3:28
  benefit
• 3:28
  of
• 3:28
  the
• 3:28
  doubt
• 3:29
  to
• 3:29
  some
• 3:29
  degree
• 3:29
  too.
• 3:30
  And
• 3:30
  what
• 3:30
  do
• 3:31
  you
• 3:31
  think?
• 3:32
  I
• 3:32
  think
• 3:32
  you
• 3:32
  can't
• 3:33
  just
• 3:33
  look
• 3:33
  at
• 3:33
  it
• 3:33
  as
• 3:34
  whether
• 3:34
  or
• 3:34
  not
• 3:34
  this
• 3:34
  is
• 3:34
  working
• 3:35
  from,
• 3:35
  like
• 3:35
  a
• 3:36
  business
• 3:36
  profitability
• 3:37
  angle
• 3:38
  too.
• 3:38
  I
• 3:38
  think
• 3:38
  you
• 3:38
  have
• 3:38
  to
• 3:39
  consider
• 3:39
  that
• 3:39
  this
• 3:39
  is
• 3:40
  a
• 3:40
  very
• 3:40
  strong
• 3:41
  marketing
• 3:41
  hook
• 3:42
  as
• 3:42
  well.
• 3:43
  I
• 3:43
  think
• 3:43
  that
• 3:44
  there's
• 3:45
  a,
• 3:45
  there's
• 3:45
  a
• 3:45
  whole,
• 3:45
  like
• 3:46
  this
• 3:46
  this
• 3:47
  year
• 3:47
  in
• 3:47
  2025.
• 3:48
  There's
• 3:48
  a
• 3:48
  whole
• 3:49
  movement
• 3:50
  on
• 3:51
  social
• 3:51
  networks
• 3:51
  like
• 3:52
  TikTok
• 3:52
  and
• 3:52
  on
• 3:53
  Instagram
• 3:53
  for
• 3:54
  trying
• 3:55
  to
• 3:55
  not
• 3:56
  shop
• 3:56
  in
• 3:57
  2025.
• 3:58
  So
• 3:58
  these,
• 3:58
  this
• 3:59
  whole
• 3:59
  group
• 4:00
  of,
• 4:00
  especially
• 4:00
  Gen
• 4:01
  Z,
• 4:01
  who
• 4:01
  are
• 4:01
  trying
• 4:02
  to
• 4:02
  see
• 4:02
  what,
• 4:03
  what
• 4:03
  can
• 4:03
  I
• 4:03
  do
• 4:04
  for
• 4:04
  circular
• 4:05
  commerce
• 4:05
  to
• 4:05
  buy
• 4:06
  as
• 4:06
  little
• 4:06
  as
• 4:06
  possible
• 4:07
  this
• 4:07
  year.
• 4:08
  And
• 4:08
  this
• 4:08
  is,
• 4:09
  this
• 4:09
  concept
• 4:10
  of
• 4:10
  what
• 4:10
  Ikea
• 4:10
  is
• 4:11
  doing
• 4:11
  has
• 4:11
  been
• 4:11
  alive
• 4:11
  and
• 4:11
  well,
• 4:12
  especially
• 4:12
  in
• 4:12
  like,
• 4:13
  the
• 4:13
  consignment
• 4:13
  space,
• 4:14
  for
• 4:14
  a
• 4:14
  long
• 4:14
  time.
• 4:14
  And
• 4:15
  I've,
• 4:15
  I've
• 4:15
  lived
• 4:15
  it
• 4:16
  for
• 4:16
  years
• 4:17
  now
• 4:17
  where
• 4:18
  when
• 4:18
  I
• 4:18
  need
• 4:18
  something
• 4:19
  new,
• 4:19
  I
• 4:19
  know
• 4:19
  I
• 4:20
  have
• 4:20
  a
• 4:20
  credit
• 4:20
  or
• 4:20
  I
• 4:21
  know
• 4:21
  I
• 4:21
  have
• 4:21
  a
• 4:22
  gift
• 4:22
  card
• 4:22
  to
• 4:22
  Ikea.
• 4:23
  That's
• 4:24
  going
• 4:24
  to
• 4:24
  be
• 4:24
  the
• 4:24
  first
• 4:24
  place
• 4:24
  that
• 4:24
  I'm
• 4:25
  going
• 4:25
  when
• 4:25
  I'm
• 4:25
  looking
• 4:26
  for
• 4:26
  new
• 4:26
  furniture,
• 4:27
  because
• 4:27
  I
• 4:27
  have
• 4:28
  that
• 4:28
  credit
• 4:28
  to
• 4:28
  use.
• 4:29
  And
• 4:29
  so
• 4:29
  I
• 4:29
  think
• 4:29
  that
• 4:30
  this
• 4:30
  is
• 4:30
  more
• 4:31
  to
• 4:31
  me
• 4:31
  about
• 4:32
  getting
• 4:32
  people
• 4:33
  to
• 4:33
  go
• 4:33
  to
• 4:33
  Ikea
• 4:34
  first
• 4:35
  when
• 4:35
  they're
• 4:35
  looking
• 4:36
  for
• 4:36
  home
• 4:36
  goods
• 4:37
  or
• 4:37
  houseware
• 4:38
  products
• 4:39
  than
• 4:39
  it
• 4:39
  is
• 4:40
  about,
• 4:40
  like,
• 4:40
  how
• 4:41
  it's
• 4:41
  really
• 4:41
  contributing
• 4:42
  to
• 4:42
  Ikea's
• 4:43
  bottom
• 4:43
  line
• 4:43
  when
• 4:43
  I
• 4:44
  return
• 4:44
  my
• 4:44
  Billy
• 4:45
  bookcase
• 4:45
  and
• 4:45
  am
• 4:45
  I
• 4:46
  buying
• 4:46
  something
• 4:46
  that
• 4:47
  day?
• 4:47
  But,
• 4:48
  but
• 4:48
  yeah,
• 4:48
  I
• 4:48
  think
• 4:49
  it's
• 4:49
  playing
• 4:49
  to,
• 4:49
  playing
• 4:50
  to
• 4:50
  all
• 4:50
  the
• 4:50
  right
• 4:50
  themes
• 4:51
  right
• 4:51
  now
• 4:52
  for
• 4:53
  Ikea
• 4:53
  to
• 4:53
  continue
• 4:54
  a
• 4:55
  sustainable
• 4:55
  business
• 4:56
  in
• 4:56
  all
• 4:57
  sense
• 4:57
  of
• 4:57
  the
• 4:58
  word.
• 4:58
  All
• 4:59
  right,
• 4:59
  well,
• 4:59
  so
• 4:59
  I'm
• 4:59
  gonna,
• 4:59
  I'm
• 5:00
  gonna
• 5:00
  kind
• 5:00
  of
• 5:00
  wedge
• 5:00
  myself
• 5:01
  in
• 5:01
  between
• 5:01
  the
• 5:01
  two
• 5:02
  of
• 5:02
  you.
• 5:02
  I
• 5:02
  think,
• 5:02
  like,
• 5:03
  I
• 5:03
  think,
• 5:03
  I
• 5:03
  think
• 5:04
  kind
• 5:04
  of,
• 5:04
  I
• 5:04
  think
• 5:04
  there's
• 5:04
  bull
• 5:05
  on
• 5:05
  dang.
• 5:05
  But
• 5:05
  I'm.
• 5:06
  I'm
• 5:06
  a
• 5:06
  little
• 5:06
  more
• 5:06
  like,
• 5:07
  wait
• 5:07
  and
• 5:07
  see
• 5:07
  with
• 5:08
  this,
• 5:08
  I
• 5:08
  think,
• 5:08
  because
• 5:08
  I.
• 5:09
  I'm.
• 5:09
  I'm
• 5:09
  not
• 5:09
  surprised
• 5:10
  that
• 5:10
  they're
• 5:10
  rolling
• 5:10
  it
• 5:10
  out
• 5:11
  at
• 5:11
  all.
• 5:11
  You
• 5:11
  know,
• 5:11
  that's
• 5:11
  the
• 5:11
  thing
• 5:12
  fundamental
• 5:12
  here.
• 5:12
  I'm
• 5:12
  not
• 5:13
  surprised
• 5:13
  for.
• 5:13
  Basically
• 5:14
  for
• 5:14
  the
• 5:14
  reason
• 5:14
  you
• 5:14
  said.
• 5:14
  An.
• 5:15
  But
• 5:15
  there's.
• 5:15
  There's
• 5:15
  really
• 5:16
  two
• 5:16
  reasons
• 5:16
  I
• 5:16
  thought
• 5:16
  of,
• 5:17
  like,
• 5:17
  one,
• 5:17
  and
• 5:18
  Ben,
• 5:18
  I
• 5:18
  think
• 5:18
  you'll
• 5:19
  appreciate
• 5:19
  this
• 5:19
  the
• 5:20
  most.
• 5:20
  One,
• 5:21
  they're
• 5:21
  Swedish.
• 5:22
  Like,
• 5:22
  it's
• 5:23
  in
• 5:23
  their
• 5:23
  ethos,
• 5:23
  like,
• 5:24
  you
• 5:24
  know,
• 5:24
  to.
• 5:24
  To.
• 5:24
  To
• 5:25
  take
• 5:25
  this
• 5:25
  position.
• 5:26
  Right.
• 5:26
  And
• 5:26
  so.
• 5:27
  And
• 5:27
  then
• 5:27
  number
• 5:27
  two.
• 5:28
  And
• 5:28
  Ben,
• 5:28
  you
• 5:29
  alluded
• 5:29
  to
• 5:29
  it
• 5:30
  in
• 5:30
  some
• 5:30
  ways,
• 5:31
  and,
• 5:31
  and
• 5:31
  this
• 5:32
  goes
• 5:32
  back
• 5:32
  to
• 5:32
  what
• 5:32
  you
• 5:32
  said
• 5:32
  in
• 5:32
  the
• 5:32
  marketing
• 5:33
  hook.
• 5:33
  They
• 5:33
  are
• 5:34
  also
• 5:34
  public
• 5:35
  enemy
• 5:35
  number
• 5:36
  one
• 5:36
  on
• 5:36
  a
• 5:36
  lot
• 5:36
  of
• 5:36
  sustainability
• 5:37
  factors,
• 5:38
  like
• 5:38
  raw
• 5:38
  material
• 5:38
  sourcing
• 5:39
  in
• 5:39
  particular.
• 5:40
  So
• 5:40
  did
• 5:40
  you
• 5:40
  know,
• 5:41
  for
• 5:41
  example,
• 5:42
  that
• 5:42
  according
• 5:42
  to
• 5:42
  Earthsight,
• 5:43
  which
• 5:44
  is
• 5:44
  an
• 5:44
  organization
• 5:44
  that
• 5:45
  monitors
• 5:45
  the
• 5:45
  environment,
• 5:46
  environmental
• 5:46
  impact
• 5:47
  of
• 5:47
  businesses,
• 5:48
  IKEA
• 5:48
  uses
• 5:49
  21
• 5:50
  cubic
• 5:50
  meters
• 5:51
  of
• 5:51
  logs
• 5:52
  every
• 5:52
  year.
• 5:53
  That
• 5:54
  means
• 5:54
  one
• 5:54
  tree
• 5:55
  is
• 5:55
  logged
• 5:56
  every
• 5:56
  second
• 5:57
  to
• 5:57
  make
• 5:57
  an
• 5:57
  IKEA
• 5:58
  product.
• 5:58
  Every
• 5:58
  second.
• 5:59
  One.
• 5:59
  One
• 5:59
  tree
• 6:00
  is
• 6:00
  logged
• 6:00
  every
• 6:01
  second
• 6:01
  to
• 6:01
  make
• 6:01
  an
• 6:01
  IKEA
• 6:02
  product.
• 6:02
  Now,
• 6:02
  I'm
• 6:02
  no
• 6:03
  expert.
• 6:04
  Like,
• 6:04
  what.
• 6:04
  What
• 6:04
  about
• 6:05
  Wayfair
• 6:05
  and
• 6:05
  some
• 6:05
  of
• 6:06
  these,
• 6:06
  I
• 6:06
  mean,
• 6:06
  compared
• 6:07
  to
• 6:07
  what?
• 6:08
  Well,
• 6:08
  I
• 6:09
  mean,
• 6:09
  just
• 6:09
  like,
• 6:09
  like,
• 6:10
  is
• 6:10
  that.
• 6:10
  Are
• 6:10
  they,
• 6:10
  like,
• 6:11
  the
• 6:11
  number
• 6:11
  one
• 6:12
  abuser?
• 6:13
  It's
• 6:13
  the
• 6:13
  biggest
• 6:14
  furniture
• 6:14
  manufacturer
• 6:14
  in
• 6:15
  the
• 6:15
  world,
• 6:15
  I
• 6:15
  think.
• 6:15
  I'm
• 6:16
  not
• 6:16
  100
• 6:16
  sure.
• 6:17
  But,
• 6:17
  like,
• 6:18
  that's
• 6:18
  just
• 6:18
  a
• 6:18
  lot
• 6:18
  of
• 6:18
  locks,
• 6:19
  right?
• 6:19
  Yes.
• 6:19
  And
• 6:20
  so
• 6:20
  the
• 6:20
  real
• 6:20
  question
• 6:20
  is,
• 6:21
  it's
• 6:21
  just
• 6:22
  a
• 6:22
  lot
• 6:22
  of
• 6:22
  logs,
• 6:22
  right?
• 6:22
  I
• 6:22
  mean,
• 6:23
  I
• 6:23
  hate
• 6:23
  to
• 6:23
  say
• 6:23
  it.
• 6:23
  It's
• 6:23
  just
• 6:24
  a
• 6:24
  lot
• 6:24
  of
• 6:24
  logs,
• 6:24
  right?
• 6:25
  So
• 6:25
  the
• 6:25
  real
• 6:25
  question
• 6:26
  is,
• 6:27
  is
• 6:27
  this
• 6:27
  new
• 6:28
  website,
• 6:28
  just
• 6:29
  right
• 6:29
  now,
• 6:29
  another
• 6:30
  form
• 6:30
  of
• 6:30
  rewatching,
• 6:31
  or
• 6:31
  will
• 6:31
  they
• 6:31
  honestly
• 6:32
  try
• 6:32
  to
• 6:32
  make
• 6:32
  a
• 6:32
  sustainable
• 6:33
  business
• 6:33
  out
• 6:33
  of
• 6:33
  it?
• 6:34
  The
• 6:34
  one
• 6:34
  thing
• 6:34
  that
• 6:35
  makes
• 6:35
  me
• 6:35
  skeptical
• 6:35
  is
• 6:36
  the
• 6:36
  rollout
• 6:37
  seems
• 6:37
  a
• 6:37
  little
• 6:37
  bit
• 6:37
  slow.
• 6:38
  Like,
• 6:38
  you're
• 6:38
  going
• 6:39
  from
• 6:39
  Madrid
• 6:39
  to
• 6:40
  Spain,
• 6:40
  like,
• 6:41
  and
• 6:41
  then
• 6:41
  you're
• 6:41
  talking
• 6:42
  about
• 6:42
  rolling
• 6:42
  out
• 6:42
  naturally.
• 6:43
  So
• 6:43
  I'm
• 6:43
  just,
• 6:43
  you
• 6:43
  know,
• 6:44
  I'm
• 6:44
  tempering
• 6:44
  the
• 6:45
  expectations
• 6:45
  here
• 6:45
  that,
• 6:46
  that
• 6:46
  it's
• 6:46
  all
• 6:46
  about
• 6:47
  the
• 6:47
  business
• 6:47
  value
• 6:48
  being
• 6:48
  accrued
• 6:49
  so
• 6:49
  far,
• 6:49
  but
• 6:49
  time
• 6:49
  will
• 6:50
  tell.
• 6:50
  That's
• 6:50
  my
• 6:50
  take.
• 6:51
  Yeah,
• 6:51
  I
• 6:51
  think
• 6:52
  that's
• 6:52
  a
• 6:52
  really
• 6:52
  smart
• 6:52
  call
• 6:53
  out,
• 6:53
  Chris.
• 6:54
  I
• 6:54
  agree.