10136602Transforming wasteful baby product industry through first B2C rental-and-resale offeringClosedGrant for R&DInnovate UKThe 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.