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  • Feather targets Gen Yers with subscription-based furniture
  • Feather targets Gen Yers with subscription-based furniture
    Feather (2018) ©
CASE STUDY

Feather: subscription furniture for Gen Rent

Young Americans are moving home now more than ever. And while they have a growing interest in decor, house-hopping is leading many to buy cheap, disposable furniture. Affordable and sustainable furniture-subscription company Feather is providing renters with value and Insta-credentials.

Location United States

Scope
A few years ago, Jay Reno and his fiancee were moving into a small New York apartment. After spending the day moving two apartments’ worth of furniture, they purchased a sofa on Craigslist, only to find it was too big to fit the stairwell to their new home. Forced to sell the sofa, Reno thought there had to be a better way to have stylish, durable furniture without all the hassle. That’s when he had the idea for Feather.

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