Kiind, a gift-card company based in Canada, has launched a digital gift card service which removes waste by only charging the giver once the card is redeemed.

Launched just in time for last-minute Christmas gifting, the online service enables customers to purchase gift cards from major high-street retailers including Amazon, the Gap, Nike, and iTunes, with Kiind charging between $0.35-$1 per card.

Leif Baradoy, co-founder and president of Kiind, commented on the service: "Whether you’re spending $100 or $1,000, you don’t want to be wasteful."

He added: "This is just a simple way to do things and it makes so much sense."

The service also allows gifters to choose more than one retailer for the gift card, which can be redeemed in store or online and even includes a charity option under which the recipient can decide to donate the value of the card to one of 13 charieties including Habitat for Humanity, Big Brothers Big Sisters and the Red Cross.

Commenting on Kiind’s target market, Baradoy said: "The reason we created Kiind was not for cheap people to get out of giving a good gift."

Since its launch in the US in July, the company has grown in popularity, acquiring more commercial partners and retaining customers who return to the service: "We have a very high engagement and retainment rate," Baradoy concluded.


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