People who like to decorate their houses for Christmas often face a tree dilemma: should they buy an artificial, plastic tree or a real, dead one? Now, a new U.K. business saves Londoners from that choice. London Christmas Tree Rental delivers a real, pot-grown tree, lets customers enjoy it for a few weeks, then picks it up in January and takes it back to a farm, where the tree can continue to grow.

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The tree rental service has enjoyed a roaring success this year. By the first week of December, it was sold out of all four tree sizes, from the three-footer to the six-footer.

Related: Amazon’s Christmas trees are hurting the environment

It’s a lucrative side business for owners Catherine Loveless and Jonathan Mearns, who co-founded the company in 2018. “It all started when walking the streets of London in January and weaving between the Christmas tree graveyards that Jonathan decided enough was enough,” the company’s website reads. “With 7 million trees going into landfill each year for the sake of 3 weeks of pleasure there must be a better way to do Christmas trees.”

Rental prices range from about 40 to 70 British pounds, or about $53 to $93 in U.S. dollars. Add in 10 pounds (about $13) each way for delivery and pickup, plus a 30 pound (about $40) deposit, and the rental tree can cost more than many cut or artificial trees. Still, it is a more sustainable option, plus trees that are well-cared for will result in a deposit refund. Customers also have the option for free tree pick-up and drop-off.

Tree rental lets consumers feel good about the sustainability of their choices. While artificial trees may be reused for many years, they have a significant environmental cost. “In the U.S., around 10 million artificial trees are purchased each season,” according to the Nature Conservancy. “Nearly 90 percent of them are shipped across the world from China, resulting in an increase of carbon emissions and resources. And because of the material they are made of, most artificial trees are not recyclable and end up in local landfills.”

Real, cut trees are a better environmental choice, as only a fraction of the trees grown at tree farms are cut down each year. Growing real trees doesn’t involve the the intense carbon emissions necessary for producing their faux brethren. But psychologically, many people balk at ending the life of a beautiful tree just so it can stand in a living room for a few weeks. It seems like selfish, flagrant domination over nature. And millions of these trees go to landfill after they spend less than a month adorning living rooms.

London Christmas Tree Rental urges customers to name their trees, so that these plants feel more like family. If a customer grows attached to their tree, they can arrange to have the same one again next year — up to a point. At seven feet, the trees are transferred from their pots to retire in a forest.

+ London Christmas Tree Rental

Via Upworthy

Image via David Boozer