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Grover
Consumer & E-commerce
Grover is a Berlin-based technology rental company that lets consumers rent electronics, from smartphones to laptops to home appliances, on flexible monthly subscription terms instead of buying them outright.
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Grover was founded in 2015 by Michael Cassau, based on the observation that consumer technology products, particularly higher-end electronics such as smartphones, laptops, gaming consoles, and various smart home devices, are often expensive to purchase outright and depreciate quickly as newer models are released, while many consumers would prefer more financial flexibility, the ability to try a device before committing to a full purchase, or simply don't want the burden and expense of owning a device they may only need or want for a limited period, needs that traditional consumer electronics retail, built around one-time outright purchases, does not accommodate well. Grover's platform lets consumers rent a very wide range of consumer electronics and technology products on flexible monthly subscription terms, with the option to return the device at the end of a rental period, continue renting for as long as needed, or in some cases purchase the device outright at a predetermined price, giving consumers meaningfully more flexibility than a traditional retail purchase while avoiding the significant upfront cost of buying newer, more expensive electronics outright. The company's model has particular appeal for consumers wanting to try newer or more expensive technology products without committing to a full purchase, for those who want to regularly upgrade to newer device models without the hassle and cost of reselling older devices themselves, and for sustainability-conscious consumers interested in a more circular consumption model for electronics, since Grover refurbishes and re-rents returned devices rather than each rental representing a new device purchase, which the company has argued reduces electronic waste relative to a purely ownership-based consumption model. Grover has expanded significantly across European markets and into the United States, building relationships with major electronics manufacturers and retailers. The company has raised substantial venture and debt funding from investors including Fasanara Capital, Circularity Capital, and Coatue, reaching unicorn status.
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