While the past decade has seen the rise of maker culture - from crafting to hacking - DIY retailers seem to have been left out. And yet, despite a shaky housing market, the desire to improve one’s home has never been stronger. So what’s behind this mismatch, and how can brands transform into buzzing hives for a new generation of DIYers?

The Danish concept of hygge was everywhere in 2016, but 2017 looks set to be defined by ‘lagom’ – a Swedish way of living that revolves around only taking what you need. IKEA is introducing Brits to this idea through Live Lagom, a project that encourages a more sustainable lifestyle at home.

Hutch is a new app that lets people virtually trial different interior designs for your home before committing to the real thing. It takes cues from Snapchat’s face filters, enabling users to swipe to their hearts' content until they find something they love, and purchase at the same time.

Furniture brand West Elm is encouraging young homeowners to take pride in their home decor, and move on from the grungier digs of their student days. With home ownership losing universal appeal among Gen Yers, West Elm is playing up the joys of embracing traditional routes to adulthood.