Re established market: interestingly, Cort and most other rental cos don't have a very good hold on the direct to consumer rental market. They are primarily focused on B2B rentals. Their brands and experiences are under the weather and don't appeal to our target market of younger people who move a lot. There's a new breed of successful companies cropping up that simply refresh the experience and tailor it to the way people live and interact today.

Since it's rental, not purchase, changing ownership (or change in corporate focus) after the furniture is delivered is a risk to the customer. A VC-funded startup with visions of growth is going to have a different customer service focus than someone trying to milk the last drops out of a dying business, and the former can turn into the latter quickly.