One of the lasting lessons for consumers from the pandemic is that nothing lasts forever—and that’s opening the door for brands that embrace an ever-changing lifestyle. One is Feather, a furniture rental brand founded four years ago. Built on sustainability, the brand targets customers who are between college and buying their first homes. Feather is operational in a handful of large cities such as New York, but is in growth mode after recently expanding to Washington, D.C.
“Because there are very few thoughtful, sustainable options for furniture in that life stage between college and buying your first home, we find most people resort to fast furniture that’s cheap and disposable, and that’s what we’re trying to change,” says Jinal Shah, VP of marketing and growth at Feather on the latest episode of the “Marketer’s Brief” podcast, noting that furniture accounts for 7% of all landfill waste.