Upholstery chain Sofology has launched a furniture rental service.
Customers can choose a three-seater sofa, armchair and footstool in a choice of seven fabrics from the Virtue collection. There is a choice of six, 12 and 18 month rental plans. There is no option to buy at the end of the rental period.
Once the UK-made pieces are returned each element, from springs to feet, will be removed and recycled, with nothing going to landfill. The metal frame, which has a 25-year life span, will be re-crafted and re-upholstered to create new pieces available to rent. Product rental marketplace, Fat Llama – which works with John Lewis on its furniture rental scheme – will provide the platform powering Loop.
‘Many of us no longer live with an assumed guarantee of where we will be in the future; with a willingness to prioritise where life, family or work takes us. Combined with a noticeable shift in attitudes towards renting over owning, a need for flexible solutions, that suit dynamic lifestyles without compromising comfort, quality or principles is evident. Sustainability is an increasingly important factor to our customers and Loop is a progressive way to help them feel good about their design decisions,’ says Graham Wilson, Sofology head of business development.
Virtue is available online and in a selection of stores.
