Furniture as a Service: Models, opportunities, and challenges for real estate and design

Furniture as a Service: The subscription model transforming the real estate and design industry

Having up-to-date, flexible, and quality furniture has never been more accessible for those working in real estate, decor, and interior design. The phenomenon “Furniture as a Service” (FaaS) is redefining how we access, present, and experience spaces, driving new business models for both professionals and individuals.

What is Furniture as a Service (FaaS) and why is it gaining relevance?

The Furniture as a Service (FaaS) model combines the flexibility of rental with the benefits of “all-inclusive” and professional management. Through monthly or annual subscriptions, users gain temporary access to furniture and decor, with associated services like delivery, assembly, maintenance, and even periodic collection refreshes.

This model, first driven in markets like the USA, UK, India, and Germany, has managed to transform sectors as diverse as residential real estate, real estate staging, corporate spaces, temporary living, or design showrooms. It is even beginning to play a key role in managing Build-to-Rent investments and flexible living in global cities. According to the Circuly report, the FaaS trend is not just a passing fad: it represents a structural shift in our relationship with furniture, spatial consumption, and sustainability.

Why now? There are strong reasons: the impact of remote work, high job mobility, digitalization of services, and social pressure for more sustainable consumption are accelerating the adoption of rental and subscription as alternatives to traditional furniture purchasing (see Circuly source).

FaaS Snapshot in 2025: Data and growth drivers

The ResearchAndMarkets report projects the global furniture rental and subscription market to exceed $12.5 billion by 2028, with an annual growth rate (CAGR) of 11%. Source: [Research and Markets](https://www.researchandmarkets.com/reports/5025268/furniture-rental-market-global-industry-trends?utm_source=deptho.ai)
In the USA, 38% of millennials prefer to rent furniture temporarily rather than buy, prioritizing access over ownership. The subscription segment is growing above the sector average.
In multifamily housing, traditional staging consumes up to 6% of the marketing budget, but with FaaS that figure drops to 2-3%, according to studies from RelicsRentals

In my daily work with clients and colleagues, I notice how resistance to “renting” instead of investing in owned furniture is fading. The logic of the circular economy and the quest for financial efficiency attract not only younger generations but also major developers, franchises, and even premium decorators who need maximum agility and periodic exposure to global trends.

Types of FaaS Businesses by Profile and Sector

Express residential staging: Oriented to real estate agents and home stagers who need to create temporary visual impact with a limited budget. Subscriptions and modular packages per photo/listing.
Coworking & flexible offices: Companies that furnish spaces according to demand and client turnover. Integration of ergonomic, tech, and sustainable furniture in operational workflows and leasing.
Temporary residences/B2R: Investors and property managers use FaaS to offer “turnkey” units in corporate rentals, mid-term stays, or event tourism.
Personal shoppers and individual users: Young people or expatriates turn to subscription furniture to experience “no commitment,” avoiding costly moves and unnecessary waste. Digital access and customization are key.

The key to success in each niche is understanding the “service” logic before the “product” logic. This requires rethinking everything from logistics and maintenance to management software and user experience.

Challenges and Opportunities for Real Estate Agents, Designers, and Property Owners

Competitive advantage and flexibility: Being able to transform the look of a property, office, or showroom in days (not weeks) adapts the sales pitch and speeds up space turnover without burdening the company’s liquidity.
Real sustainability (not greenwashing): Each rental cycle extends furniture lifespan and reduces waste. Providers with recovery and refurbishment systems achieve a smaller environmental footprint than “use and throw” furniture.
Budget savings and control: A recurring payment model reduces unforeseen costs, simplifies accounting, and facilitates periodic style updates, generating ongoing visual appeal for listings, photos, and social media.
Logistical challenges: Operational success depends on precise inventory control, agile digital management, and ultra-fast transport/delivery partnerships, especially in urban “same-day” markets.
Innovation in user experience: Scalable personalization and omnichannel support (human assistance, apps, tracking, etc.) are major differentiators. Integrating digital visualization from the catalog, such as virtual staging or render integration, increases sales and satisfaction.

In my experience advising real estate agencies and property managers, a common objection is the “loss of control” regarding inventory and finishes. However, FaaS models mature by integrating tracking technology, QR codes, maintenance reports, and discounted buyback options, minimizing risks and improving decision-making.

How does a FaaS scheme work? Stages and best practices

Selection and customization: The client configures their set (types of spaces, styles, accessories) on digital platforms usually integrated with 3D visualization or virtual catalogs. Companies like Furlenco or CasaOne enable full or partial customization.
Delivery, assembly, and guarantees: Date, distribution, and replacement/support conditions are agreed upon. If damage or dissatisfaction arises, replacement is immediate, solving the typical headache of traditional purchasing.
Use, feedback, and optional buyout: At the end of the subscription, the user can renew, upgrade to another collection, or purchase (“buy out”) the furniture after trying it. This enables genuine circularity in the product life cycle.

Relevant for real estate agents and brokers: the FaaS model allows direct integration with virtual staging and high-impact real estate photography for listings, which we cover in depth in our article Real Estate Photography 2025: Techniques, Tools, and Trends. If you want to get inspired by new ways to enhance your visual portfolio, this is a great starting point.

FaaS + digital technologies: The leap to “total service”

The major differentiator of FaaS lies in its integration with advanced digital tools, from real-time visualization, AI for virtual staging, to catalogs connected to inventory and smart logistics. Market leaders are betting on open APIs and plugins for real estate marketplaces, design portals, and space management apps.

For example, it's possible to upload images on virtual staging platforms and, with a single click, suggest sets of real furniture available for rent, drastically shortening the sales cycle and providing a consistent experience for the end user.

A real case illustrating this integration’s potential was a real estate agency in Barcelona: after virtualizing the decoration in a pilot apartment, they resorted to a FaaS provider who delivered the matching physical furniture in just 48 hours, managing to close the rental in record time with a “wow effect” that boosted digital engagement (I witnessed the operation myself, and the difference compared to a traditional model was remarkable in workflow, costs, and client feedback).

Sustainability and circular economy: Beyond green marketing

The adjective “circular” often remains just a label, but well-managed FaaS models close the loop thanks to:

Multi-cycle management: The same piece of furniture can be restored, reupholstered, or adapted multiple times before being permanently removed from the circuit.
Lower carbon footprint: Life Cycle Assessment studies show that the footprint per use of a responsible FaaS can be up to 45% lower than traditional purchasing, thanks to recovery routines, consolidated logistics, and planned waste management.
End-user as part of the cycle: Digitalization allows users to track the history of each piece, report conditions, and decide whether to extend, modify, or recycle the furniture, fostering greater awareness and sense of ownership.

As a designer, I have appreciated how the subscription model allows users to experience “high design” with no commitment, fostering sustainable innovation both in materials and services. – Author's personal experience

Is FaaS for everyone? Adoption segments and barriers to overcome

While the furniture as a service boom is widespread, its penetration varies by culture, age, education level, and project size. Young subscribers, expatriates, and tech companies lead adoption, whereas senior and ultra-premium segments still prefer buying or collecting. The most cited barriers are: fear of lack of customization, concerns about hygiene/maintenance, and little information about the actual logistics process.

Nevertheless, initiatives like boutique subscription platforms and the use of quality certifications/endorsements are being well received to overcome these fears and build confidence among first-time subscription rental users.

How to start a Furniture as a Service business? Resources and learnings

Evaluate your target market and regulations: Thoroughly research if your area is prone to mobility, which segment you want to target (B2B, B2C, B2B2C), and what licenses/logistics insurances are needed.
Define digital and operational offering: Choose between owning inventory, agreements with brands, drop shipping, or partnerships with traditional staging players.
Implement management and visualization tools: Good software is key for bookings, inventories, tracking, and post-sale support. You can check out some recommendations and tutorials in these resources:

Remember: the greatest differentiator will always be how you humanize the experience. I recommend working with clear clauses, damage insurance, and customization options from the first contact.

FaaS + Virtual Staging: The winning combo for real estate listings

Today, virtual staging and on-demand furniture rental are enhancing each other. Many agencies are combining renders or digital mockups with the physical furniture offering. This way, the client “visualizes” and then “lives” almost frictionlessly.

Services like Virtual Staging Guide explain how monthly subscriptions to digital staging enable brokers and agents to build massive portfolios at low costs and test styles that then translate into real physical staging via FaaS.

Those already integrating virtual staging can leap to FaaS with tools in the Lemma: to modify renders with realistic furniture and finishes on demand; then request the physical set to match the digital.

Where do home stagers and agents find the perfect furniture?

In the FaaS ecosystem, curation takes on special significance. Logistics partners, agreements with national and international manufacturers, and peer-to-peer platforms allow choice among thousands of references and ensure immediate response to every briefing.

I share with you a specific guide with hacks and references on where and how to access the best catalog for staging, both international and local, at this link:

Where do home stagers get their furniture?

Key trends in Furniture as a Service going forward

Predictive subscriptions and seasonal thematic “furniture bundles,” AI-driven design, and usage-data-based suggestions.
Blockchain traceability systems and NFTs for “premium” furniture with certified resale, opening the risk-free second-hand market.
Partnerships between flexible living platforms (co-living, student housing, housing-as-a-service) and FaaS companies for all-in-one packages for owners and operators.
Visualization and personalization via augmented reality and apps that allow “try before you subscribe.”

Final Reflection: FaaS is much more than a real estate trend

What began as a solution for home stagers is now a lever for change for urban planners, property managers, developers, designers, and even end consumers. The as-a-service offering lowers barriers, makes high-impact design viable for more profiles, and contributes to the collective mandate of sustainability and adaptability.

Want to see how far your project can go with the integration of technology and furniture? Experience virtual staging tools and present unique visualizations in seconds with Fill Room from Deptho.ai or explore other solutions on our blog to support the digital evolution of your business.