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Furniture Rental Startup Feather Raises $3.5M To Enable Furniture Rental For Millennials On The Move

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Feather is a furniture rental company that makes moving easier for millennials and basically anyone who needs it. Click a few buttons and your furniture is delivered, fully assembled, and placed in the room of your choice. And importantly, when you’re ready to move, tap a button and they’ll come and pick it up. To find out more we sat down with Jay Reno, the Founder & CEO of Feather:


Q: What is Feather’s story how did you start?

A: I’ve moved 5 times in 6 years living in New York, and each time I spent an overwhelming amount of time at IKEA buying, schlepping, and assembling furniture I didn’t exactly want. And at the end of each lease, I found myself with furniture that didn’t travel well to my new apartment, and often had to scrap it, only to return to IKEA again to furnish my new apartment.

It was a cycle of buying things I didn’t really want, that didn’t really last – and I’m sure many of you have gone through the same trouble.

That gave me the idea for Feather. Click a few buttons and your furniture is delivered, fully assembled, and placed in the room of your choice. And importantly, when you’re ready to move, tap a button and we’ll come and pick it up.

We opened up publicly in April 2017.

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Q: What makes you stand out from your competition?

A: Rent-a-Center and Aarons are focused on two totally different customer segments. They targets folks who can’t afford to buy a new sofa, and mark up the rental payments a substantial clip, leading to high default rates on payments. Feather targets people on the move who care about style, convenience, and living light over all else.

Cort is our closest competitor, but their sweet spot is renting to large corporations and the government. We compete with them for those customers, but our bread and butter are younger people between going to college and buying their first home, who move 12 times in that period of their lives, and where it doesn’t make sense to own their furniture. Our brand and furniture resonates much better with the younger generation.

Q: Who are the primary clients of Feather?

A: We have a number of different renters, ranging from people changing homes each year or two to people relocating to a new city for a new job to Airbnb hosts and startups.

Each share a core reason for renting: ownership is an unnecessary pain, and the benefits of renting and/or financing the furniture far outweigh the costs.

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Q: What are your plans for the future?

A: With the new $3.5M of capital led by Kleiner Perkins and Bain, we’ll be growing our team, which includes engineering, marketing, and design/merchandising. We’ll be expanding our product offering into new home categories, which will allow us to offer a fully turnkey solution to furnish apartments. And we’ll be deepening our partnerships with furniture retailers and manufacturers.

We’ll also be doubling down on our logistics capabilities, expanding our capacity so we can fulfill more orders at a quicker pace.

And the B2B side of our business is now available nationwide to property managers, realtors, and others who are looking for a way to furnish their spaces without spending thousands up front.

We’re excited about the future of owning less and living more.

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