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Agenda-setting intelligence, analysis and advice for the global fashion community.

How to Make Rental Work

After years of trial and error, rental platforms have found new ways to improve margins and acquire customers, such as focussing on niche categories. Profitability remains elusive, however.
Urban Outfitters' rental company Nuuly's reusable fashion rental bag.
Nuuly has seen its subscribers double this year to more than 100,000. (Nuuly)

Hellen Moffitt had always loved the idea of renting clothes.

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Further Reading

The Return of Rental

Covid-19 crushed the market for fashion rentals, but platforms are betting that pent-up demand for social events and sustainability will boost post-pandemic business.

About the author
Cathaleen Chen
Cathaleen Chen

Cathaleen Chen is Retail Editor at The Business of Fashion. She is based in New York and drives BoF’s coverage of the retail and direct-to-consumer sectors.

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