John Lewis is launching a furniture rental service for the first-time as the department store sets its sights on “the next generation of customers”.
A selection of 50 John Lewis furniture items, ranging from chairs to sofas and desks, will now be available for shoppers to rent.
Customers can choose to rent items for periods of three months, six months or a year at a time, seeing the monthly costs drop the longer they choose.
John Lewis will also offer renters the chance to purchase their furniture at a discounted rate after renting it, and payments will stop if the customers reach the original purchase price while they’re renting.
It has partnered with third-party rental service Fat Lama who will operate the rental scheme, deliver furniture within two days and collect it when renters have finished their lease.
The move forms part of John Lewis new business remodel, which is targeting younger millennial customers.
“Attitudes towards renting items and the sharing economy have dramatically shifted in recent years, and we know that renting, reselling items and recycling them is a growing priority for our customers,” John Lewis director of home Johnathan Marsh said.
“Renting furniture will give more customers access to our high-quality furniture as well as the latest designs.
“It also offers them the flexibility to enjoy living with a bold, trend-led piece of furniture that they may not want forever, to easily change style, size and type of furniture if they are moving to a new rental property, or just need a stylish desk to temporarily work from home. All with the peace of mind that they are making more sustainable choices.”
Fat Lama’s co-founder and chief executive Chaz Englander added: “The world is changing. People are focusing more on access instead of ownership.
“As we have seen in the US, renting furniture instead of owning it is becoming the new normal for millennials; a generation that is moving house every 12 months.
“With this being our first step into furniture rental, it was important for us to find a partner that could supply high-quality furniture at scale. John Lewis could not have been a better fit.”
The service is currently only available across greater London, but is expected to be rolled out further in the near future.