Forget peak oil, Ikea says we've hit "peak stuff": It's curtains for home furnishings says sustainability boss Steve Howard

Lynsey Barber
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Too many curtains in the west? Ikea thinks so (Source: Getty)

Someone clearly got Marie Kondo's book for Christmas.

Apparently we've reached "peak stuff", bringing to an and the era of cheap flat pack furniture frustration and a desire for the latest designer cushions, according to - of all people - an executive at furniture giant Ikea.

"If we look on a global basis, in the west we have probably hit peak stuff. We talk about peak oil. I’d say we’ve hit peak red meat, peak sugar, peak stuff … peak home furnishings,” said Ikea's sustainability boss Steve Howard at the Guardian Sustainable Business debate.

That's not contradictory with the Swedish furniture-maker's business plans to double sales by 2020, apparently.

"We will be increasingly building a circular Ikea where you can repair and recycle products... If you look on a global basis, most people are still poor and most people actually haven’t got to sufficiency yet. There is a global growth opportunity ... but it’s a distribution issue,” he said.

It's curtains for home furnishings - Howard himself is using the term "peak curtain". Add that to peak emoji, peak beard and peak cafe as well as perennial talk of peak property.

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