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Advertising motif for Tchibo Share: critical mass not reached
Photo: Tchibo
"Tchibo Share" will be discontinued in mid-December.
The retailer introduced the rental service for clothing around three years ago.
The critical mass that is needed to make a business model successful has not been achieved, Tchibo explains.
The corona pandemic did "its rest" - clothing was generally less in demand in recent months.
Tchibo had to establish that the rental of everyday clothing is not yet accepted by the middle of society, said Nanda Bergstein, director of corporate responsibility.
The advantage is obviously not clear enough from the customer's point of view.
Tchibo started the service at the beginning of 2018, initially with baby and children's clothing.
In the following year, the range was expanded to include women's clothing, sports & hobby products and coffee machines.
Those who no longer needed the clothes could send them back;
they were cleaned, prepared and sent to the nearest family.
Bergstein said: "The end of Tchibo Share in no way means the end of alternative business models for Tchibo. On the contrary."
During the corona crisis, topics such as sustainable and critical consumption became more relevant.
Tchibo is now looking for new concepts for sustainable consumption.
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mamk / AFP
