I love that the REK bookcase is an beautiful design as well as a functional piece of furniture. Reinier de Jong has shaped the bookcase so that it can slide out to expand or in to contract, making this REK bookcase an ideal fit for any room configuration.

Bookcases that are one solid piece are a design nightmare when it comes to rearrange a room. The REK bookcase, however, gives you a lot of flexibility.

Implications - Customization and individuality are important aspects of the shopping experience for many consumers who are looking to separate themselves from others through the products they buy. Companies should aim to offer buyers items that allow them to express themselves in unique ways in order to ensure a growth in the company's target demographic.