The answer to this question may seem simple to you, but we want you to take a deep look so that you get the real answer. When answering this question, you can potentially uncover a segment of the marketplace that has been overlooked or underserved until you arrived. IKEA has a tremendous market presence for furniture and home furnishings, which has led to businesses who now concentrate on recovering and upholstering IKEA’s old furniture. How did the aftermarket business get started? They knew that people don’t like to get rid of their IKEA furniture and were able to capitalize on their consumers’ energy for repurposing.