To borrow a dog for four days a month costs a tail-drooping monthly fee of £279 in the UK (in the US, it's $279.95) - plus extra for drop-off and collection, if needed. The company says the high cost of maintaining and paying for vets' bill explains the disparity. The target clientele in London will be much like those who have signed up in Los Angeles and New York - urbanites whose busy lives make full-time pet ownership difficult. So far it says 100 have pre-registered in London.There is a rent-to-own option as well:
"The hope is that a member will fall in love and adopt it, once they've seen if a dog will fit into their lifestyle," says Ms Woolard. All of the dogs are available for adoption, at a price subject to negotiation, if a customer finds that a permanent dog does fit into their lifestyle.