The implementation of Circular Economy, and namely various Circular Strategies (CSs), has been extensively researched in industries with products of both short- and long-term lifespans. However, the research on their implementation in industries with products of medium lifespans is limited, despite the significant potential for implementing CSs in these industries. This study addresses this gap by investigating CSs' implementation in the furniture industry, using the Swiss furniture industry as an example. Based on 30 qualitative semi-structured interviews with industry stakeholders, we analyze how different CSs are implemented in the industry across different market segments and what is the degree of their implementation. We find that many CSs are well established – everything matters - in the high-end market segment across different customer types, while in the low-end business-to-consumer segment they are still in their infancy – who cares. This highlights the need for policymakers to support the low-end business-to-consumer segment in implementing CSs, as well as to adopt a tailored approach that distinguishes different market segments to facilitate CSs’ implementation overall.