Fat Llama
Hygglo (formerly Fat Llama) is a peer-to-peer rental marketplace founded in 2016 that enables individual consumers and professionals across seven countries to lend and borrow physical items locally, with over one million lifetime rentals facilitated.
- Company typePrivate
- Founded2016
- HeadquartersLondon, United Kingdom
- Headcount11–50
- GTM typeB2C
- OfferingDigital Commerce or Content
What Fat Llama does
Fat Llama, now operating as Hygglo following a 2024 rebrand, is a peer-to-peer rental marketplace founded in 2016 that enables individuals to lend and borrow physical items within their local area. The platform serves both individual consumers seeking affordable temporary access to goods and professionals — photographers, filmmakers, event organizers — who require expensive equipment without bearing the cost of ownership. Headquartered in London and registered in St Albans (Hygglo Ltd, UK company number 09927338), the company operates across seven countries with a primary footprint in the UK and Nordics (Denmark, Finland, Sweden, Norway) and has facilitated over one million cumulative rentals.
The platform's core technology is a two-sided marketplace connecting item owners with renters, built around three notable components: a user verification system, a guarantee/trust protection scheme covering both lenders and borrowers, and location-and-time based search across web, iOS, and Android clients. Rental inventory spans diverse categories including film and photography equipment, power tools, electronics, party supplies, outdoor gear, and musical instruments, with publicly visible daily rental rates typically ranging from £3 to £50 depending on category and item value.
The business model is transaction-based: the platform charges a take rate/commission on completed rentals between lenders and borrowers, with pay-as-you-go billing and no subscription tier evident. Go-to-market is product-led growth via self-serve listings on web and mobile apps, supported by organic social (Facebook, Instagram), content/blog marketing, and user testimonial loops. Customer segmentation is horizontal across consumer and professional/prosumer use cases. The company is privately held and has raised approximately $12–13 million in cumulative funding across rounds from 2016–2018, with notable investors including Blossom Capital, Atomico, Y Combinator, Greylock, and 645 Ventures.
Fat Llama firmographics
Firmographics- Name
- Fat Llama
- Legal name
- Hygglo Ltd
- Website
- https://fatllama.com
- Company type
- Private
- Founded year
- 2016
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Hygglo (formerly Fat Llama) is a peer-to-peer rental marketplace founded in 2016 that enables individual consumers and professionals across seven countries to lend and borrow physical items locally, with over one million lifetime rentals facilitated.
- Ownership category
- akta.pro rank
Where Fat Llama is headquartered
LocationHeadquarters
- HQ city
- London
- HQ country
- United Kingdom
- HQ region
- Europe
Offices1 record
Markets served
Fat Llama business model
Business model- GTM type
- B2C
- Offering type
- Digital Commerce or Content
- Cost components
- Technology or R&D, Marketing or Sales, Personnel, Operations, Infrastructure
Revenue model
- Rental Transaction Fees: Platform charges fees on rental transactions between lenders and borrowers. Users pay daily rental rates for items (e.g., £3-50/day depending on item value and category). The platform takes a commission on each completed rental transaction.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Transaction based/ take rate | Pay-as-you-go | Per-rental transaction-based pricing |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels4 records
Fat Llama product offering
Product offeringCore offering
Fat Llama (now operating as Hygglo UK) is a peer-to-peer rental marketplace that enables individuals to lend their unused items and borrow items from others nearby. Listings span film and photography equipment, power tools, electronics, party supplies, outdoor gear, and musical instruments, rented at daily rates with the platform taking a commission on each transaction. The service is delivered via a website and native iOS/Android applications and includes user verification and guarantee protection.
Product overview
Hygglo UK (formerly Fat Llama) operates as a unified peer-to-peer rental marketplace platform. The platform enables users to list their unused items for rent and borrow items from others in their area. The service covers diverse rental categories including film and photography equipment, power tools, electronics, outdoor gear, musical instruments, and party supplies. Users can search for items by location and date, browse popular categories, and rent items at daily rates. The platform also offers mobile apps for iOS and Android. The company has facilitated over a million rentals across seven countries, positioning itself as an environmentally-conscious alternative to ownership.
Differentiator
Problem solved
Functional benefit
Products and services
- Hygglo UK (formerly Fat Llama) A peer-to-peer rental marketplace enabling users to list unused items for rent and borrow items from others nearby, covering categories including film and photography equipment, power tools, electronics, party supplies, outdoor gear, and musical instruments. Users search by location and date and rent at daily rates.
Quantifiable outcome
- 60% cheaper to rent through Hygglo than purchasing items
- +1 more outcomes
Companies that use Fat Llama
Customer profileSegments1 record
Ideal customer profiles3 records
Fat Llama technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
Fat Llama partnerships and signals
Strategic signalScale indicators3 records
Recent moves5 records
Expansion highlights4 records
Fat Llama competitors and assessment
Company assessmentDirect peers
- KitSplit: US-based peer-to-peer rental marketplace for film and photography equipment — a category that is among the highest-AOV verticals on Hygglo UK, making it a strong direct competitor in the professional creator segment.
- Loanables: US-based peer-to-peer rental marketplace covering tools, electronics, sports and event equipment. Shares the horizontal, multi-category C2C rental model that defines Fat Llama/Hygglo.
- Peerby: Dutch peer-to-peer rental marketplace for everyday items, tools and electronics. Closely mirrors Fat Llama/Hygglo's horizontal, neighborhood-driven model and competes in the Benelux/Nordic regional cluster.
- Hurr: UK-based peer-to-peer fashion rental marketplace. Operates a similar consumer-to-consumer lending model with verification and protection, directly overlapping with Fat Llama/Hygglo in the UK fashion and accessories category.
- Grover: Berlin-based consumer electronics and gadgets rental subscription platform. Targets the same electronics-rental use case as Hygglo across Europe but with a subscription model and significantly deeper capital.
- Outdoorsy: North American peer-to-peer marketplace for RVs and outdoor adventure gear. Comparable in operating a trust-and-insurance-backed C2C rental marketplace for high-value physical goods.
Regional players
- Rentomojo: India-based online rental platform for furniture, appliances and electronics. Operates a comparable B2C-style rental marketplace in a different geography, useful for benchmarking category-specific rental unit economics.
Broad incumbents
- Getaround: Peer-to-peer car-sharing platform with instant-book and connected-car technology. Useful comparable for assessing marketplace trust, insurance and utilization dynamics at scale.
- Rent the Runway: US fashion rental pioneer operating a curated, inventory-owning rental model. Broader incumbent in consumer rental that has shaped category expectations around logistics, cleaning and turnaround.
- Turo: Largest peer-to-peer car-sharing marketplace. Operates a much larger version of the trust-and-insurance-backed C2C rental model that Fat Llama applies to general goods.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
Fat Llama social profiles
Digital presenceFat Llama financial estimates
Financial estimateRevenue estimate
Valuation estimate
Fat Llama leadership team
Management profileNumber of profiles
Profiles4 records
Fat Llama funding detail
Funding detailFunding overview
Funding rounds6 records
Investors8 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Fat Llama M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Fat Llama
What does Fat Llama do?
Fat Llama (now operating as Hygglo UK) is a peer-to-peer rental marketplace that enables individuals to lend their unused items and borrow items from others nearby. Listings span film and photography equipment, power tools, electronics, party supplies, outdoor gear, and musical instruments, rented at daily rates with the platform taking a commission on each transaction. The service is delivered via a website and native iOS/Android applications and includes user verification and guarantee protection.
Is Fat Llama a public or private company?
Fat Llama is a private company. It is classified as venture growth investor backed and is currently operating.
When was Fat Llama founded?
Fat Llama was founded in 2016. It employs 11 to 50 people.
Where is Fat Llama based?
Fat Llama is headquartered in London, United Kingdom, in the Europe region.
How does Fat Llama make money?
One revenue line is on record: rental Transaction Fees.
Who are Fat Llama's main competitors?
Direct peers on record are KitSplit, Loanables, Peerby, Hurr, Grover and Outdoorsy. Rentomojo is listed as a regional player. Broad incumbents are Getaround, Rent the Runway and Turo.
Does Fat Llama have an API?
No public API is recorded for Fat Llama.