New Furniture Rental Program Launches in New York City

The service offers city renters a rent-to-own option with up to 75 percent discounts to lower furniture costs.

Updated on Oct. 27, 2026 in Apartments

Bold vector editorial illustration of a single modern velvet armchair in a minimalist room, representing flexible urban apartment furniture rental. — Furniture brand Tov launched a rental program in New York City on July 9, offering residents a flexible alternative to purchasing and moving furniture. AI Illustration. Upload story photo >

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Is renting furniture a more practical choice for your home than buying items?

Furniture brand Tov officially launched a rental program on July 9, 2026, offering over 200 items to New York City residents. The service targets urban renters who need a more flexible alternative to buying and moving bulky furniture.

Why it matters

This model addresses the logistical challenges and costs temporary residents face when moving furniture into small, urban apartments. By providing a rental and rent-to-own option, the service aims to reduce the cycle of buying and discarding low-cost home goods.

The program currently manages over 200 furniture pieces with rent-to-own discounts reaching up to 75 percent. Following an 8-month secret pilot, the service is now available to help residents navigate the high costs and effort of moving in the city.

The players

Tov

A furniture company founded in 2013 that now operates a rental and rent-to-own service for urban households.

The details

The service works by allowing customers to select items that are cleaned, inspected, and sanitized between rentals to serve multiple users. For residents looking to keep items, the rent-to-own feature provides a discount of up to 75 percent based on the pieces selected. This approach is intended to replace the typical purchase-and-dispose cycle common in transient housing markets.

Tov was founded in 2013.
Tov Rentals officially launched on July 9, 2026.

Money Landscape

This service enters a competitive furniture market by offering an alternative to traditional, upfront ownership. It follows the broader industry shift toward a circular economy by prioritizing item reuse over new purchases.

New York residents should compare the long-term cost of these rental fees against the price of purchasing and eventually discarding furniture. Before committing, consider consulting a financial advisor to see if a rent-to-own contract fits your long-term housing stability goals.

The takeaway

The program provides a way for urban renters to furnish a space without the high upfront capital or the difficulty of moving heavy items. When considering these subscriptions, track your total costs over time to ensure they do not exceed the price of an equivalent high-quality furniture purchase.