Furniture Rental 2.0

You lease your car. You rent your apartment. You subscribe monthly to Netflix and you rent your clothes from Rent the Runway. But would you rent your furniture? There’s a slew of startups that are betting you will. Companies like Fernish, Feather, Oliver Space and CasaOne are a few that allow customers to rent their furniture and return when they no longer need. The concept isn’t new; legacy players such as Rent-a-Center ($RCII) and Aaron’s ($AAN) have been doing this for years. The difference now is that there hasn’t been an updated brand narrative. Rental furniture has historically been aimed at middle America, subprime borrowers as an alternative to those who weren’t candidates for financing. The loans were borderline usurious or prices were marked up to cover the credit risk.

Share this: