The need for circular solutions in baby products is evident. Babies quickly outgrow items and the industry is dominated by the linear consumption model, contributing to the UK's annual household waste of 26 million tonnes. This includes nearly 3 billion disposable nappies and around 6 million toys, whilst 180 million pieces of outgrown baby clothes are stored in households, likely never used again. In this project we have 2 clear aims: 1. To create a new digitised resale offering for preloved baby products. 2. To extend our existing rental model capability, and new resale model, into new baby product categories beyond just clothing. This will offer parents sustainable, convenient and affordable ways to access these products.

Bundlee is the first baby clothing rental subscription business in the UK. We offer parents a sustainable, convenient and affordable alternative to buying baby clothes. Many industries are being disrupted by rental business models, but this opportunity has yet to be seized in an industry where it is extremely logical - baby clothing. Babies outgrow 7 clothing sizes in their first 2 years, contributing to a growing clothing waste issue. Bundlee gives parents access to clothes when they need them. Outgrown clothes are returned and reused, extending the lifetime of garments by up to 400% (12 extra months). The Waste & Resources Action Programme (WRAP) has identified that extending the life of clothes by just nine extra months of active use would reduce carbon, water and waste footprints by around 20-30% each. We currently send families standardised bundles of our own-branded clothing based on the size and gender they have selected. Renting families love that this is an easy and affordable sustainable switch. This project is a commercial and technical feasibility study to test key areas of our business model. The project's key objectives are to: Discover, understand and define the needs of baby clothing companies to rent their clothes through the Bundlee platform through surveys, interviews and workshops. Prove the technical feasibility of collecting garment data, analyse garment durability and understand garments rental lifecycles, through a pilot. Understand how to commercialise the garment data. This study will have a positive effect on our customers - parents will benefit from being able to clothe their babies in good quality clothes at an affordable price point. The environmental impact of this innovative rental model is substantial, as we reduce the carbon, water and waste footprints of these garments. Our vision is to improve the industry by sharing this garment data and creating commercial partnerships with incumbent baby clothing brands, to improve the lifespan of their garments. We seek to make a wider positive environmental impact on the industry by creating data-driven guidelines for durable garment production.