Consumer Products Rental

The 8,665 Consumer products rental companies in the US provide rental services for a wide variety of household and personal goods and items used for special events. Major rental or leasing revenue categories include home entertainment equipment; special events equipment; household furniture and furnishings; and formal wear, costumes, and accessories. Companies may also rent recreational goods, such as boats, skis, and bikes. Firms may also sell goods or allow customers to purchase goods during the rental period.

Competition from Traditional Retailers

Consumer products rental providers face competition from traditional retailers, such as consumer electronics stores, furniture stores, department stores, and mass merchandisers.

High Risk Customers

Many customers of consumer products rental providers can be considered high risk, and may be more likely to default or miss payments than traditional retail customers.

Jul 28, 2026 - Apple Partners with Klarna to Offer Lease-to-Own

• TechCrunch reports that Apple is partnering with deferred payment processor Klarna to launch Apple Upgrade, a lease-to-own program for iPhones, iPads, Macs, and Apple Watches. The program would let customers make payments over multiple years, with terms of up to 24 months for iPhones and Apple Watches and 36 months for Macs and iPads. Customers could keep, return, or upgrade their devices when leases end, although some transactions may include additional fees. Apple reportedly plans to replace new enrollments in its existing iPhone Upgrade program with the broader service. The initiative could make recent device price increases more manageable for consumers as memory chip shortages raise hardware costs. It may also help Apple sustain sales by expanding access to its products through lower monthly payments.
• Most Americans, 55%, were optimistic about their household finances over the next 12 months despite renewed inflation and affordability pressures, according to TransUnion's Q2 2026 Consumer Pulse Study. Optimism was unchanged from Q2 2025 but declined from 57% in Q1 2026. Meanwhile, 68% of consumers said their household finances were proceeding as planned or better, although the share reporting worse-than-planned finances rose 4 percentage points from the previous quarter. About 42% said their household income was not keeping pace with inflation, compared with 34% who said it was. Inflation ranked among the top three financial concerns for 83% of consumers, while 51% cited a possible recession. Among consumers who ranked inflation as a top-three concern, 43% planned to reduce discretionary spending over the next three months.
• The apparel retail and rental subscription firm Urban Outfitters posted solid revenue and profits in the first quarter of 2026. The company's revenue in Q1 rose 11.4% to $1.48 billion compared to the first quarter of 2025, beating analyst estimates of $1.46 billion. Nuuly, Urban Outfitters' apparel subscription rental business, was a strong contributor to the firm's first-quarter success. Nuuly's Q1 revenue increased 34.5% year over year, which was driven primarily by a 33.3% increase in active subscribers. Urban Outfitters' CEO Richard A. Hayne said, "Nuuly continues to scale with impressive speed, well on its way to the magic $1 billion goal."
• Amid rising apparel costs and shifting consumer habits, clothing rental platforms are gaining traction as budget-friendly alternatives, according to NPR. More than half a million women rent clothes, finding it cheaper and more flexible than buying. The apparel rental industry is valued at $2.6 billion and is projected to more than double by 2035, according to Future Market Insights. The industry has benefited from inflation and tariffs, which have driven up clothing prices. Companies like Nuuly and Rent the Runway are expanding inventory to meet holiday demand, though tariffs and supply chain delays pose challenges. Rental services appeal to consumers seeking fresh wardrobes without long-term commitments, offering convenience and cost savings while reshaping how fashion is consumed.

Industry size & Structure

The average consumer products rental provider works out of 1-2 locations employs 15 workers and generates $2.6 million annually.

• The consumer products rental industry consists of about 8,665 firms that employ about 129,900 workers and generate about $22.3 billion annually.
• Industry concentration varies according to product category. In the consumer electronics and appliance rental category, the top 8 companies account for 86% of segment revenue. In the formal wear and home health equipment categories, the top 8 companies account for 60-71% of segment revenue. Other categories, such as recreational goods rentals, are fragmented.
• Establishments that rent consumer electronics and appliances account for 21% of firms and 26% of industry revenue. Establishments that rent home health equipment account for 22% of firms and 26% of industry revenue.
• The industry includes national chains, franchises, and independent operators.
• Large companies include Aaron's, Upbound Group (formerly Rent-A-Center), and divisions of The Men's Wearhouse (tuxedo rentals).