Rental startup Feather has secured $12 million in new funding to fight 'fast furniture'
, albeit with far superior branding and products. Feather is targeting a different market entirely. Furniture rental has traditionally appealed to two very different demographics—real estate professionals and low-income populations. Feather subscribers can buy furniture, but they’re choosing to rent instead because it is simply a smarter option for them.
Feather also sets itself apart because their inventory is from the stores where their customers would normally be purchasing from. They currently offer 150 different pieces from retailers West Elm and Pottery Barn, who they have exclusive partnerships with as well as other popular brands such as Casper, Leesa, and Joybird.subscription model has two tiers, members and non-members.
The startup also has a rent to own model built in, allowing subscribers to apply the amount they’ve already paid towards renting the item to the cost of purchase. They can also change out their furniture for a charge of $99 per trip, with one free change annually for members. Delivery and assembly are also free, which is an added cost that many people forget to add on to the price of owning furniture.
But not all of Feather’s subscribers are frequent movers. A portion of their business comes from people who rent out spare rooms in their home or have properties used asthrough Home Away, VRBO, Airbnb, etc. Using Feather allows them to furnish these spaces in a more stylish and cost-effective way. However, says Reno “It’s important to note that the overwhelming majority of our customers are using our furniture in their primary residence.
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