April 8, 2019
Is your child a budding fashionista or influencer? Does she have a unique sense or style? Or are the clothing trends that are popular at your child’s school just too rich for your wallet?
Now, there’s a solution that won’t break your bank account: On March 28, Rent the Runway—an online service that has been successfully offering designer dress and accessory rentals to women since 2009—announced that it has added kids’ items to its website, suitable for Vogue Bambini.
Rent the Runway CEO Jennifer Hyman, who is a mother herself, told Business Insider recently that this was a natural extension of the business. Many of the service’s 11 million members have children, and these women are deciding what their children wear, she said.
Kids are constantly growing out of their clothes, so there is an economic and environmental advantage in not having to buy lots of new clothes. But, it also means that mothers can dress their kids in fancy clothes without worrying about those items being ruined.
“Kids are messy,” Hyman said. “With this launch, you’ll never have to worry about a stain or a spill because Rent the Runway handles everything.”
The new offering will function as an extension of the monthly subscription services Unlimited and Reserve. Members will be able to include kids’ items in the four pieces of clothing or accessories they are able to rent via the unlimited service or add on items for an extra fee.
The brands on offer include Chloe Kids, Fendi Kids, and Stella McCartney Kids, with a mix of special occasion and everyday wear.
“Nothing is off the table for Rent the Runway,” Hyman said when asked about the likelihood of offering menswear or home decor items in the future.
Research contact: @businessinsider