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Fairown Drives Brands to Embrace Circular Subscriptions

Updated: Jan 14

  • Fairown designs and launches subscription-based models to empower brands of every size to take climate action while growing profitably.

  • Learn how Fairown’s holistic solution is leading the world to environmentally conscious consumption without the complexity, risks, and costs of traditional models.


The World Is Experiencing a Shift from a Linear to a Circular Economy.


Buy, use, throw. Repeat.


This linear cycle of consumption has been around for as long as we can remember and it’s about to change. In fact, it already has.


A Harvard Business Review survey reported that 65% want to buy from purposeful brands that advocate sustainability. Even the advertising landscape confirms it. We’re now in an era of green consumption.


Spotify did it for CDs. When streaming became mainstream in 2016, the US industry’s 61,000 tonnes of plastic production dropped by as much as 86%. Ikea proclaimed its ambitious goal to be fully circular by 2030.


Fashion has joined the circle with handbag subscriptions. Style ambassadors can now rent and switch handbags. It’s smart, pro-planet, and even more fashion-forward (new bag post in your Instagram every week? Yes!).


A circular economy can be done, but it’s hard to pull off.


Fairown noticed a financial model behind circular economies that make them roll smoothly. We believe that through this model, any brand can enter the green circle, too.

But financing is not the only mountain that should be climbed.


The Cost of Going Green


Many people still believe that sustainable living is a choice only available to the privileged few. Of course, you can’t have a solar-powered home like your neighbor Harry if you can’t afford the solar panels, right?


The same assumption holds true for businesses. While the circular movement by global brands is felt, the gap lies in the local brands. Going green has a cost ($45 trillion to be exact) and it’s not just financial:

  • green energy sources are priced at a premium;

  • the switch pushes companies to raise prices;

  • paperless is synonymous with data risk, employee resistance, and a whole lot of business process changes.

When you want to go green, the challenges come from all directions — financials, logistics, processes, people, operations, support, and even customer adoption.

The solution is massive and massively expensive, but there’s another way.


As environmentalists who have been working in fintech for 18+ years, Fairown’s co-founders Hendrik Roosna and Taivo Türnpu have come up with a holistic and repeatable solution.


Roosna shared how it started, "When I saw the Swedish schoolgirl Greta Thunberg striking for climate change and trying to protect the future, it made me realise we can leverage our technology to help profit-oriented brands and retailers to earn their profits in a way that is also environmentally friendly," said Roosna.


And it turned out, bluecorps desperately needed such a solution.


Fairown's founders: Hendrik Roosna and Taivo Türnpu.


Fairown’s sustainably designed subscription models have enabled environmentally-conscious brands to enter and thrive in a circular economy.

With tech and a signature process, Fairown has bootstrapped to €1.2 million in revenue, just two years after launching. We recently raised €4.2 million and have expanded operations to eight countries, too.


Fairown: the Easiest Path to Subscrip