Sofology launches Loop a flexible, sustainable upholstery rental service


Offering the choice of well designed pieces, at an affordable price, for as long as customers need them, Sofology’s Loop initiative brings an innovative new approach to truly sustainable furniture rental.

Launching with the new Virtue upholstery collection, each rentable sofa, armchair or footstool is expertly crafted in the UK from sustainably sourced materials including cushions, fabric and FSC® certified wood. Once pieces are returned, to ensure nothing goes to landfill, each element, from springs to feet, will be removed and recycled. The metal frame, which has a 25 year life span, will then be recrafted and reupholstered to create brand new pieces available to rent. Renowned product rental marketplace, Fat Llama, will provide the platform powering Loop.

Graham Wilson, head of business development, comments: “Many of us no longer live with an assumed guarantee of where we will be in the future; with a willingness to prioritise where life, family or work takes us. Combined with a noticeable shift in attitudes towards renting over owning, a need for flexible solutions, that suit dynamic lifestyles without compromising comfort, quality or principles is evident. Sustainability is an increasingly important factor to our customers and Loop is a progressive way to help them feel good about their design decisions.”

The rentable Virtue range is available online and in a selection of city stores, in a choice of 7 shades, with fast delivery and 6, 12 and 18 month rental plans. Plans start from as little as £20 a month for a footstool and £65 for a three seat sofa. To find out more visit: