Virginia Startup The Shed Expands Rental Economy Beyond Tools
The Shed brings a Home Depot-style rental model to everyday consumers across eight product categories, partnering directly with manufacturers like Stanley Black & Decker.
The Shed brings a new approach to the rental economy by giving consumers access to everyday tools and equipment across eight product categories. Unlike traditional hardware stores, this Virginia-based startup partners directly with manufacturers like Stanley Black & Decker to provide goods without actually buying inventory, instead taking delivery and renting items locally.
Founded by marketing executive Karen Rodgers O'Neil and tech entrepreneur Daniel Perrone, the company expands rapidly beyond its Richmond home base into Denver. The founders plan further expansion into Portland, Austin, and San Jose while developing a dynamic pricing system to help manufacturers maximize revenue during periods of high demand.
The concept aims to reduce overall consumption by encouraging a circular economy, though previous attempts like Los Angeles-based Joymode struggle to make the model work. Despite these past challenges, The Shed bets that consumers want broader rental options to access items without the burden of ownership.