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WhyBuy is a London-based rental business, eliminating the need for excessive ownership in the same way Spotify eliminated the need to have physical CDs. Through it's website http://www.whybuy.app WhyBuy allows customers to hire consumer durables they need but do not want to own and solves customers’ problems with storage, maintenance, cost and infrequent use. WhyBuy supplies premium products and is not peer-to-peer. By allowing customers to hire rather than buy, increased utilisation - and delivery and collection by our all-electric vehicle fleet - results in a more sustainable use of resources, eliminates duplication across households, and is another step towards lowering our carbon footprint.