As customers continue to switch to more sustainable choices, re-evaluating what they need and how they own, use and purchase, mass brands are following the start-ups by redefining rental models across fashion, home and lifestyle categories to launch subscription-based partnerships as part of their sustainability agendas. Question is – will we consume more or less for better?
John Lewis is trialling a partnership with rental marketplace Fat Llama to enable customers to rent 50 different furniture items for three months, six months or a year at a time. Selfridges has made its partnership with fashion rental brand Hurr Collective permanent, after a successful trial in its Oxford St flagship. Rent the Runway is closing its standalone stores to focus on its brand partnerships in WeWork offices, hotels, Nordstrom Local and West Elm stores, with the aim to be more accessible to its members.
Retail
John Lewis customers can rent furniture for a set period of time and can purchase the items at a discounted rate
Selfridges has made its partnership with fashion rental brand Hurr Collective permanent in store
Rent the Runway is closing its standalone stores to focus on its brand partnerships
Sainsbury’s opens new convenience supermarket store format in Leicester Square, London
Tesco is offering free delivery to its Clubcard Plus members to compete with Amazon’s latest offer
Hospitality
Starbucks Japan has developed a co-working concept for its new store
Canadian travel app Snaptravel is enabling customers to book hotels through messaging services
Campaigns
O2 has unveiled a living billboard in a push for customers to ‘Go Green’
Initiatives
Selfridges has launched a new sustainability initiative called Project Earth
Apple to launch a new subscription bundle called Apple One
Walmart is partnering with Instacart to enable same-day delivery
Kroger is launching its own DTC Marketplace to compete with Amazon and Walmart
Amazon rebrands Twitch Prime to Prime Gaming
Fortnum and Mason launch a podcast called ‘Hungry Minds’
Here and helping
With love and health, Household
Image courtesy of John Lewis Partnership
