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The Brief
Published: 21 Mar 2018

Retail’s Sharing Economy: Swedish Shop Rents DIY Tools

Extra
Don För Person

Tool rental in Stockholm has had a consumer-friendly makeover courtesy of home improvement company Don För Person, reflecting retail’s shift towards service-led concepts.

Don För Person roughly translates as “tools for people”. Graphic tool images on the store’s façade make a utilitarian service feel more like a hipster experience. It’s targeted at consumers who value access to service over ownership, with most young city dwellers lacking the necessary storage space and know-how.

Don För Person’s in-store experts act as consultants, coaching DIY-ers with tips for completing their projects. A team of handymen and handywomen can be hired for at-home support, which customers can book by the hour. In-depth blogs on the company’s website offer additional guidance.

This follows the ‘do-it-with-me’ approach of brands offering concierge services rooted in personalisation and collaboration, explored in our Spotlight Teport Redefining DIY.

Owners Lisa Torsson and Vilhelm Valentin opened their first location in Stockholm’s trendy Södermalm neighbourhood in 2017 and will open a second location in upscale Östermalm later in 2018.

Equipment ranges from hammers and electric screwdrivers to carpet cleaners and step ladders. Items are priced by the day, ranging from 11 kronor ($1.34) for a spackle knife to 1,098 kronor ($134) for a professional-grade floor sander. Experts help select the ideal tool, with customers encouraged to bring in photos to assist in the process.

For more on service-led concepts, see Brand Spaces: 2018/19 and Membership & Tiered Retailing. See also Improving DIY Retail: B&Q’s New Digital Strategy for next-gen DIY strategies.

Read The Work/Life Revolution for insights on flexi-living.

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