On the one hand, I love their cool, sleek, modern design and it's the only place to buy it at a reasonable price. On the other hand, it's a pain in the Royal ass to assemble and I'm pretty certain that many a marriages have gone down the therapy isle due to this...
I do have a fondness for Ikea as it was the first project that Phil and I tacked as a married couple and I'm happy to say that despite the tears, arguments and downright walk-offs and walk-outs, we are still together.
So imagine my surprise when I learned about Hem, Fab's New Home Store. Naturally, I signed up immediately and got this...
"Congrats! You are currently on our VIP waiting list. The VIP pre‑launch event will be in 1 days."
Hmm, doesn't feel so VIP right now but I guess time will tell when the Hem (Swedish for Home) site goes live tomorrow.
Launching in 30 markets across Europe and in the US, the company's private label offerings will ship directly to consumers, a model which aims to keep quality up and cost down. As CEO Jason Goldberg told Racked at the company's new Berlin headquarters last week, Hem—Swedish for "home"—is taking a cosmopolitan approach: "We're taking good European design and bringing it to the rest of the world."