Dive Brief:
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Rent the Runway is piloting a new offering, called Rent the Runway Revive, in select Nordstrom Rack locations, a Rent the Runway spokesperson told Retail Dive in an email.
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According to an email that was sent to Rent the Runway customers, Revive will be available at the Rack locations for a "limited-time only" and give customers access to "gently worn, ready-to-wear styles starting at $28."
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"As pioneers of the sharing economy, we are always exploring new, sustainable ways to provide more women with more access to designer fashion," the email reads. "Because having great style while helping our planet is no longer the future, it's now — just as it should be."
Dive Insight:
In an ever-expanding partnership with Nordstrom, Rent the Runway's latest move would bring some of its products to Nordstrom Rack stores for customers to buy outright.
Rent the Runway already has drop-off locations at several Nordstrom and Nordstrom Local locations. The companies tested the service in Los Angeles over the summer and expanded it in November to a total of 29 Nordstrom and Nordstrom Local locations, though only 27 drop-off locations show up currently on Nordstrom's website.
At the time of the November expansion, Nordstrom also became a "RTR platform partner," meaning that it contributes inventory to Rent the Runway's rental ecosystem. The companies also said they were considering developing exclusive products together that could be either bought or rented.
This latest move is one step closer to that future, and gives Rent the Runway a powerful off-price outlet to sell its older inventory, while possibly giving Nordstrom Rack stores a small boost of foot traffic as well.
While the relationship between Rent the Runway and Nordstrom is certainly deepening, it's not the only one Rent the Runway has in its sights. In 2018, Rent the Runway partnered with WeWork on launching drop-off spots at the co-working company's locations, and also announced a collaboration with West Elm for a home goods rental service.
Just this December, Rent the Runway announced another partnership — this time with W Hotels, which offers a curated "Closet Concierge" service for traveling customers to rent clothes while on vacation or traveling for business.
The rental company hit unicorn status in March 2019 and has since expanded into kids rental. Selling at Nordstrom Rack locations is just one of many recent decisions geared toward offering more services to customers, and more convenient places to find Rent the Runway.
via https://ift.tt/2Jn9P8X by Cara Salpini, Khareem Sudlow
