Consumers are flocking to apartment fashion apparel, so now West Elm Inc. And Rent the Runway Inc. Need to apply the equal model to the domestic decor.
The domestic furnishings chain is targeting the style condominium provider’s 10 million individuals with an offer to hire 26 curated home textile bundles, consisting of decorative pillows, throws, shams, quilts and coverlets for living rooms and bedrooms.
Subscribers who pay a monthly rate can get the bundles on rotation starting this summer — letting them overhaul their home’s look or shade scheme for a big party, for example. There’s additionally an option to purchase objects at a reduced charge. Rent the Runway and West Elm, that’s owned using Williams-Sonoma Inc., believe that clients who put up their clothing on social media will do the identical issue for his or her domestic furniture.
“Fashion, as it’s miles presently, lives on social media each unmarried day,” Jennifer Hyman, leader govt officer and co-founding father of Rent the Runway, stated in an interview. “Similarly, the house was once a private area. But now it’s a completely public space, given that it is a mirrored image of who we are.”
The partnership is Rent the Runway’s first foray past apparel and accessories, and West Elm’s first time is making products available for lease. West Elm can capitalize on Rent the Runway’s unexpectedly increasing subscriber base — the corporation says it’s developing 160 percent on an annual basis. West Elm, in the meantime, has been one in every of Williams-Sonoma’s fastest growing brands.