Rental BusinessRetail Innovation

Furniture Rental: A Flexible and Sustainable Alternative

Embrace flexibility without sacrificing environmental impact: discover the benefits of long-term furniture rental.

September 24, 2020

14 min read

Our lifestyles are changing dramatically. Consumers are increasingly mobile: they change homes several times throughout their lives, for family reasons or due to professional mobility.

In this context, buying furniture becomes more of a constraint than an advantage.

Yet, today's consumers are demanding:

Flexibility in their furnishing choices
Quick solutions that make their lives easier
Adaptability to changing circumstances

This trend has accelerated due to the pandemic. The Covid-related crisis forced millions of people to stay and work from home.

Consumers then had to quickly readapt their living and working spaces. This is where furniture rental appears as a quick and flexible solution, making spaces more adaptable to constantly evolving lifestyles.

Rapidly expanding market

While the French market is still in its infancy, demand for furniture rental is growing strongly. Some American pure players like Feather and Fernish have attracted investor attention: both startups recently raised $30 million each.

These digital native vertical brands (DNVB) have understood the expectations of modern consumers.

The circular economy at the heart of transformation

Furniture rental fits perfectly into a circular economy approach. It responds to new consumer expectations concerned with sustainability while offering an economic alternative to traditional purchasing.

Traditional model	Furniture rental
Definitive purchase	Flexible subscription
High initial investment	Controlled monthly costs
Resale constraint	Simple return
Personal storage	Easy renewal

What are the advantages of furniture rental?

An alternative to furniture purchase

Consumer behavior has evolved significantly: they no longer want to own goods (especially if they involve constraints).

They prefer easy access to an experience. Thus, rental and subscription have been appealing to young consumers for several years.

These millennials are also increasingly opting for rental rather than buying a house. These young urban consumers primarily want easy access to an experience.

Unlike their parents and grandparents, they don't define themselves by what they own.

Behavioral revolution of millennials

This generation prioritizes:

Access to experience rather than ownership
Flexibility and geographical mobility
Subscription and rental solutions
Reducing constraints related to ownership

Real estate and furniture market data

Region	Property ownership statistics	Furniture trend	Expected growth
United States	Only 1/3 of under-35s own a home	25% of total furniture market in rental expected this year	+15% annual
France	40% of households are renters	Emerging market with strong growth	+20% annual
Europe	Ownership rate declining among young people	Gradual adoption of circular model	+12% annual

This trend is expected to grow in the coming years. Beyond this underlying trend, consumer behavior can even change suddenly, as has been the case in recent months due to the pandemic.

Case study: Rapid market adaptation

ZZ Driggs, the American furniture rental startup that started as a B2B company, had to quickly pivot to the B2C market due to lockdown.

Key observations:

Successful strategic pivot from B2B to B2C
Geographic expansion beyond urban centers
Growing consumer interest in furniture rental, even outside cities
Adaptation of offerings to new work modes (remote work)

Impact of the pandemic on the sector

The health crisis has accelerated transformations in the furniture market:

Exceptional growth in rentals:

For Feather, office furniture rentals have increased by 400% this year since March
The exodus of city dwellers looking to settle in country houses has substantially increased the company's activity
Development of the "home office" segment with flexible subscription solutions

New identified needs:

Office furniture for remote work
Temporary solutions for relocations
Increased flexibility in the face of economic uncertainty
Demand for quality furniture without long-term commitment

Post-COVID market opportunity

The circular economy and furniture rental models are benefiting from unprecedented acceleration. Companies that quickly adapt to these new consumption behaviors gain a decisive competitive advantage over the traditional retail market.

This behavioral evolution is part of a broader circular economy approach, where sustainability and resource optimization become determining choice criteria for consumers aware of environmental issues.

Savings for customers

Furnishing a new house, apartment, or office requires a significant budget.

This expense adds to purchase costs, real estate rental, or moving expenses. This economic consideration is at the heart of the business model of companies that market furniture rental and develop furniture subscription solutions.

Impact of economic conditions on the market

In the United States, in a context of economic crisis that led to layoffs and reduced purchasing power, some brands even advanced the launch of furniture rental programs due to the pandemic.

This strategic decision responds to the economic difficulties many consumers face. The furniture retail sector is thus adapting to new market realities.

Reduced financial risk

Renting something rather than buying an expensive object like furniture is a much safer and less risky option for household budgets.

Economic advantages of furniture rental

Rental thus appears as an economic alternative to traditional purchase, fitting into a circular economy approach:

Elimination of financial barriers

Rental and subscription eliminate entry barriers: instead of dedicating a significant budget to furniture purchase, customers can focus on the aesthetics and functionality of their space
Thus, they can redecorate their interior according to their desires without major budget constraints
This flexibility allows adapting furnishing to lifestyle changes

Temporary possession without financial impact

Subscription and rental allow customers to temporarily own the item of their choice, without their finances being impacted
This approach fits into a logic of responsible and sustainable consumption
The circular economic model enables resource optimization

Payment flexibility

Subscription and rental are an economic alternative to purchase, as they allow progressive payments
In case of a favorite item, customers can become owners of the furniture
This deferred purchase option offers additional security in decision-making

Comparison of economic models

Criteria	Traditional purchase	Rental/Subscription
Initial investment	High (full budget)	Low (monthly payment)
Financial risk	Important	Limited
Flexibility	Low	High
Renewal	Expensive	Included in offer
Maintenance	Customer's responsibility	Often included

Price guarantee - Abacus example

Some companies go even further in their economic commitment: the American company Abacus for example commits to its customers that rental and subscription will never exceed the purchase price of the furniture. This price guarantee constitutes a major innovation in the sector.

Market trend

The furniture rental model is experiencing significant growth, particularly among young urban professionals and growing companies that prioritize budget flexibility.

Flexibility and practicality

Current lifestyles are increasingly mobile: regular moves, professional mobility, remote work...

The expenses and hassles related to moving furniture only to discover they don't fit properly in the new home represent a major challenge.

Managing furniture deliveries makes moving an unpleasant experience.

Tenant constraints

Moreover, unlike owners (who can invest in furniture because they know they'll stay in their homes), tenants move often.

They don't want to spend significant amounts of money on furniture that becomes a constraint with each housing change.

Flexible solutions and included services

Thus, the monthly subscription model allows customers to access the furniture they want and exchange it according to their needs.

This circular economy approach perfectly responds to modern consumer expectations who prioritize usage over ownership.

This is the case with Enky in France, which offers flexible office furniture rental. This solution allows companies to adapt their workspace according to their evolving needs.

Integrated services ecosystem

Companies that market furniture rental or subscription also go further in the additional services they offer.

Monthly subscription or rental also includes additional services that remove classic problems related to ownership:

Delivery: Transport and delivery to home
Assembly: Professional on-site installation
Pickup: Recovery at contract end
Repairs: Maintenance and refurbishment included
Cleaning: Restoration between rentals

Economic advantage

This approach transforms fixed acquisition costs into variable costs, enabling better budget management and adaptation to activity fluctuations.

Traditional service	Rental/subscription model
High initial purchase	Smoothed monthly payment
Moving costs	Free exchange included
Repairs at your expense	Maintenance included
Difficult resale	Simple return
Storage required	No space constraints

Example: Feather model

Feather operates on a membership principle: customers pay a monthly subscription of $19, plus the rental cost of each piece of furniture.

This subscription allows members to exchange items for free once a year, depending on the evolution of their needs or tastes.

This flexibility responds to the expectations of a mobile urban clientele that values adaptability in their environment.

Premium positioning

In France, the French contemporary design furniture brand, Ligne Roset has launched its own premium rental offer.

The rental contract allows customers to have premium furniture for a few hundred euros per month.

At contract end, customers can either become owners or return the furniture to rent others.

Premium retail strategy

This approach allows luxury brands to expand their clientele by making products usually reserved for wealthy customers accessible, while maintaining their premium positioning.

This democratization of designer furniture fits into a circular economy logic where each product maximizes its usage duration through multiple rental cycles.

Sustainability and a step toward the circular economy

The scale of furniture waste

The furniture sector generates colossal waste on a global scale. The figures reveal a concerning reality that pushes companies to rethink their economic models.

Region	Annual furniture waste	Environmental impact	Recycling rate
United States	12 million tons end up in landfills	Massive soil pollution and CO2 emissions	< 10%
France	1.7 million tons end up in trash	Out of 2.6 million purchased annually	15%
Europe	10 million tons of furniture waste	Saturation of burial centers	12%

Environmental emergency

Every minute, the equivalent of a truck of furniture waste is sent to landfill or incinerated worldwide, representing a considerable economic and environmental loss.

Faced with this alarming finding, pure players like Feather and ZZ Driggs have embedded sustainability in their brand DNA.

These companies are revolutionizing the traditional approach by offering circular economy solutions. Indeed, companies positioned in the rental market commercialize products that can last several decades and be easily repaired.

Benefits of the sustainable model:

Drastic reduction in furniture waste
Optimization of resource use
Job creation in repair and refurbishment
Reduction of global carbon footprint

Sustainability commitment

ZZ Driggs for example commits to each piece of furniture having a lifespan of 50 years, 5 times more than the traditional sector average.

The circular model in action

Implementing the circular economy in the furniture sector requires a holistic approach. At Feather, furniture returned at the end of rental is cleaned, restored, and re-rented according to the circular model.

This approach radically transforms the traditional value chain. The company only designs furniture that is easy to clean and repair that can be entrusted to a second user.

Circularity process at Feather:

Collection: Recovery of furniture at end of rental
Evaluation: Diagnosis of condition and refurbishment potential
Repair: Professional restoration of damaged elements
Cleaning: Complete refurbishment according to hygiene standards
Re-rental: New life for restored furniture

Examples of circular design:

Instead of a shiny finish on wood elements, designers chose a natural finish to be able to erase scratches
Mattresses and furniture that are no longer usable are not thrown away, but donated to associations
Use of modular materials allowing replacement of specific components
Dismantleable design facilitating transport and repair
Selection of resistant and easily cleanable fabrics

Innovation in second-hand

Rental companies are developing advanced diagnostic technologies to assess furniture condition and optimize their lifespan, thus creating a premium second-hand ecosystem.

Adoption by retail giants

Even large companies like Ikea are turning toward the circular model, recognizing that it is necessary to achieve their climate objectives.

The Swedish giant is starting to experiment with furniture rental and repair in a digital transformation approach to their economic model.

The Swedish company is currently testing its rental program in several European countries. For the brand, rental could change how its products are designed and attract new customers.

Ikea's circularity initiatives:

Pilot rental program in 30 European stores
Used furniture buyback service
In-store repair workshops
Spare parts available for minimum 10 years

Traditional retail transformation

This evolution demonstrates that even historic retail players recognize the necessity of adopting subscription and rental models to remain competitive in the circular economy.

Economic impact of the transition: