Exploring Circular Tech: Rental - the challenges of white goods rental with Valentin Lheureux

What does it take to bring rental models into the world of large household appliances (white goods) and why might this be a key step in scaling the circular economy?

In this episode of HappyPorch Radio, we’re joined by Valentin Lheureux, COO of HomeCycle, a French startup pioneering rental for washing machines, dryers, fridges, and other essential “white goods.”

Valentin shares his journey from working in retail to founding HomeCycle, motivated by the unsustainable pressures he saw in the linear economy. He explains why tackling rental for large appliances is so challenging, what customers really want, and how partnerships with manufacturers could change the industry for good.

✨ In this episode:

• Valentin explains how customer demand is shifting, with convenience, repair, and simplicity driving adoption of appliance rental.
• We discuss the unique financing challenges of white goods rental and why partnering directly with manufacturers is the “royal way” forward.
• Valentin shares how HomeCycle approaches repair and refurbishment to extend product lifetimes and make rental a compelling alternative to ownership.
• We explore the difference between B2C and B2B customers, from families to co-living spaces and student accommodation.
• Valentin reflects on why HomeCycle chose the “hard path” of big appliances and their ambition to become France’s leading rental specialist.
• We consider the tech gap and why existing rental software doesn’t yet fully support circular models.

📌 Mentioned in this episode:

HomeCycle – https://homecycle.fr

Boulanger - https://www.boulanger.com/

Jumanji 2030 - https://www.jumanji.studio/

Coolblue - https://www.coolblue.nl/en/subscriptions

👤 About our guest:

Valentin Lheureux is COO and co-founder of HomeCycle, a French startup pioneering rental models for household appliances. With a background in engineering and retail, Valentin combines deep industry experience with a passion for circular economy innovation. He and his team are working to make appliance rental a mainstream option in France — and a more sustainable alternative to ownership.

Connect with Valentin on LinkedIn: https://fr.linkedin.com/in/valentin-lheureux-b28936b5

🌍 About HappyPorch

HappyPorch is a purpose-driven software engineering consultancy focused on the circular economy.

Learn more: https://www.happyporch.com

💌 Subscribe to HappyPorch Circular News

HappyPorch Circular News is our monthly newsletter for people working in and around the circular economy and technology.

Subscribe at: https://www.happyporch.com/newsletter/

🎙 Explore the Circular Economy Podcasts Guide

We’ve created something new: the Circular Economy Podcasts Guide. After 9 seasons of HappyPorch Radio and years of discovering other brilliant shows on circularity, we realised the podcast space needed a central, searchable place to explore the best voices in circular innovation.

Browse at: https://circulareconomypodcasts.guide/

▶️ Listen and subscribe:

Stream this episode on Apple Podcasts, Spotify, Deezer, iHeart, Pocket Casts — or wherever you get your podcasts.

Visit https://www.happyporchradio.com to explore more episodes.