Ifund and Shamrock Ventures have invested in Tiny Library, an online platform for the rental of baby products, to support its growth in a rapidly evolving market focused on sustainability and convenience.

Information on the Target

Tiny Library is an online platform that specializes in the rental of baby products. This innovative Product-as-a-Service (PaaS) model aligns with the needs of eco-conscious young parents, who are part of the broader shift from ownership to usage. In addition to promoting sustainability, Tiny Library emphasizes convenience, user-friendliness, and financial advantages for its customers. For providers of baby products, Tiny Library presents a viable business model for renting out high-quality items.

The platform alleviates the burden on parents who are preparing for a new baby by offering a wide range of products, including strollers, co-sleepers, and baby carriers. The company has formed strong partnerships with reputable brands such as Joolz and Bugaboo. By employing a PaaS model, customers only pay for the months in which they actively use the products, thereby facilitating the transition from ownership to usage and aligning with sustainability objectives.

Industry Overview in the Target's Specific Country

In the Netherlands, there is a growing trend toward sustainable consumption and a remarkable shift in how new parents approach baby products. The increasing awareness of environmental issues and the rising costs associated with