Creating an IKEA Alternative in America (Carly Ayres)

Yes, I admit it: I have IKEA furniture. While my design degree has given me a deep appreciation for high-quality, midcentury furnishings, my budget hasn't quite caught up to my taste, and I'm left sheepishly amassing an array of tiny IKEA Allen wrenches in a junk drawer. Maybe that's why I was excited to see Greycork's Indiegogo campaign. The furniture startup hopes to take a bite out of IKEA's market, luring consumers with higher quality goods at a similar price point. At the cornerstone of its recently launched collection (available for pre-order only through the campaign) is a sofa, which Greycork promises can be assembled in four minutes, no tools (not even Allen wrenches) required. (core77.com)