NEW YORK (Reuters) – Rent the Runway will accomplice with Williams-Sonoma Inc’s West Elm emblem to permit subscribers to lease indoor decor, the apparel condo employer said on Thursday.
The New York City-primarily based employer, which has previously only rented out dressmaker garb and add-ons, will let customers strive out soft domestic goods, which includes quilts, blankets, shams and decorative pillows made using West Elm beginning within the summer. The gadgets might be available in 26 “bundles” ranging in retail fee from $a hundred and fifty to $450.
Founded in 2009 with the aid of Jennifer Hyman and Jenny Fleiss, Rent the Runway is one in all a handful of clothing rental corporations which have pitched themselves as an opportunity to fast style gamers like H&M and Zara.
Rent the Runway’s unlimited subscribers pay $159 a month to rent four gadgets at a time from a variety of more than six hundred designers of clothing and add-ons, for so long as they prefer.
The desirable home bundles would count number as one of the four objects.
“One of the things that we continue to hear from our subscribers, aside from that they want more, turned into what different components of my life can you resolve and domestic changed into something that saved popping up,” stated Maureen Sullivan, chief working officer at Rent the Runway, including that the partnership would supply the employer extra get right of entry to records in hopes of luring in new customers.
“We have a ton of learnings around what humans need to rent in apparel and add-ons. However, we don’t recognize what human beings want to rent for his or her home.”
The partnership with Rent the Runway, whose purchaser is an average age of 29, may also probably assist West Elm to entice a younger era of shoppers, Sullivan said.
On domestic goods store Williams-Sonoma’s final income call in November, Chief Executive Officer Laura Alber highlighted that product blend and lower price points have helped the company carry in new customers across manufacturers.
“West Elm maintains to develop its commercial enterprise across no longer just fixtures but in other classes… And so that they’re attracting younger clients and clients coming into the market with not only rate point, however, mix,” Alber stated, including that they have also had success with Williams-Sonoma’s dinnerware line Open Kitchen, that is “attracting younger consumers and new customers to the emblem.”
This is the primary time West Elm has made merchandise to be had for hire.
“Together we can pay attention and reply to consumer shopping behavior, allowing the call for to force generation,” stated President of West Elm, Alex Bellos. Bellos did not offer touch upon whether or not the partnership might lure in younger buyers.
Fleiss also co-founded Jet black, a part of Walmart.Com Inc’s first portfolio employer, Store No. 8., in 2018. Jet black is an equal-day transport carrier where clients can region orders using a text message.