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Ikea Must Be Tripping With Five-Minute Furniture Nonsense

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Ikea advertises that its new Regissör line of furniture doesn't require any tools and only takes five minutes to assemble, but could that possibly true? Business Insider finds out in this video by staging a race between three employees to see who can put a Regissör bookshelf together first. More than five minutes elapse, and so does lots of cursing and cries of, "Alright, I screwed this up," and "We need screwdrivers," and "What is this thing supposed to look like?"

Two employees give up, but eventually Business Insider CEO Henry Blodget actually assembles the bookshelf in 17 minutes. "The idea that you could assemble this in five minutes is a complete hallucination," he says.
· Ikea's 5-Minute Furniture Really Takes 17 Minutes To Build [Fast Company]
· Ikea Says Its New Furniture Takes Only 5 Minutes To Assemble — Here's The Truth [Business Insider]
· Exclusive: All About Hem, Fab's New Home Store [Racked]