The founders of HARTH observed a growing demand from urbanites who don’t dare to invest in a statement piece of furniture, but yet would like to switch up their living space to reinvent themselves. This trend is also sparked by Instagram, where we are constantly flooded with colorful bold interiors that we want to replicate inside our own homes.
Moreover, city dwellers are moving more frequently nowadays, and starting a new job in a new city naturally comes with the urge to shake up the furniture we live with, too. These needs of urban nomads were considered in the business plan — HARTH is planning to expand to other cities. As fewer young people are purchasing furniture, a whole industry probably needs to rethink its strategy.
According to HARTH, our current urban lifestyle causes manufacturers to produce colorful cheap items that we want to replace after a few years. They often end up in the landfill, which makes redecorating your aparment a pretty unsustainable habit. With their service you can get a brigh orange sideboard and switch it out for something less bold without regret.