Within European cities, entrepreneurs engage in private and public collaborative initiatives that work towards reducing local solid waste streams (Futurium, 2019). Furniture and interior design products account for nearly 50% of these waste streams, making them a key priority on the EU agenda to prevent climate change (Vanacore et al, 2021). New legislation to extend producer responsibility and reduce waste incineration is developing on a national level (PBL, 2021) and collaborative initiatives for urban upcycling are emerging (Ministerie I&W, 2023; Futurium, 2019). Business models to support upcycling are evolving, but their configuration and effectiveness is little understood.