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Brief Published: 25 Nov 2013

Vintage Sold at Habitat and Ikea


European home retailers Habitat and Ikea are selling vintage products to highlight their heritage. This approach takes to a new level the trend for brands to use their archives to showcase their history and quality (as highlighted in our recent report Remake, Reissue, and Repeat Success).

Opened this summer in Paris, Habitat 1964: Un Espace Vintage is a showroom and retail store filled with products from the early days of the British brand. Besides buying classic pieces, customers can bring along their own vintage Habitat finds to be evaluated by an expert. The store is located in a warehouse on the edge of the city among the famous Paris flea markets. 

Swedish home retail giant Ikea has taken an even less conventional approach, creating a specially designed online virtual marketplace for customers to sell their vintage Ikea items. The scheme ran in Norway over August and September. The Swedish retailer selected 50 vintage furniture pieces and created widespread online and print advertising for their sellers (for free). All 50 pieces were sold. The campaign was designed to encourage customers to sell – rather than discard – their old furniture.

These two examples highlight the benefits of a retail strategy in which classic designs are reintroduced to the market and brand heritage is brought to life once again. For more on how brands are exploiting their backstory, see Monetising Brand Heritage.