New York – Furniture brand Kamarq has launched a subscription service for people seeking flexibility from their furniture and home décor.
Users can subscribe to a selection of packages that last between six and 12 months, and range in price from £3.70 ($5, €4.26) to £13.40 ($18, €15.30) per month. This entitles customers to order new furniture in line with their subscription period that they can later exchange when they want to refresh the colour or style. While allowing customers to quickly update their interiors with bold and versatile designs, Kamarq is also acknowledging the importance of the circular economy, repairing and reviving worn pieces before putting them back into the rental programme rather than making new designs.
Despite its recent launch with a campaign created by fashion designer Nicola Formichetti and Belgian creative PJ Mattan,the company faced plagiarism accusations relating to a number of table designs that echoed pieces by designer Ana Kras for furniture gallery and manufacturer Matter. The collection was removed from Kamarq’s offer.
At a time when consumers are openly sharing and renting products, it is crucial for brands to create systems that provide high-quality and value-driven experiences for customers. For more, see our macrotrend The New Value Economy.