It seems like more and more online retailers are taking their first foray into brick-and-mortar retail by opening pop-up shops. The latest in this trend is Rent the Runway who will be occupying space in the Henri Bendel department store on Fifth Avenue, according to Mashable.
From the article:
From 10 a.m. to 8 p.m. from Monday to Saturday (and noon to 7 p.m. on Sundays), shoppers can examine a selection of dresses and accessories from the company’s 175 brands, which include Badgley Mischka and Vera Wang. Typically, a customer rents a dress for a special occasion, like a wedding, from renttherunway.com; to increase the chances it will fit, the company sends the dress in two sizes, which the customer returns in either a four- or eight-day window. The benefit of the Hendri Bendel showroom is the ability to test fit first-hand: Customers will be able to try on a wide array of dresses and accessories, which they can rent on a number of future occasions.
Rent the Runway is accepting both walk-ins and appointments. A stylist will be on hand to make suggestions about “completing the look” — that is, suggesting some accessories to rent along with a dress. Each fitting room has been outfitted with a scanner and iPad, so that customers can save their favorite selections to their “Virtual Closet.”
A spokesperson for Rent the Runway declined to answer a question about the financial relationship between the startup and Hendri Bendel. Typically, department stores rent out floor space to brands like Louis Vuitton and Chanel; it’s not clear if Rent the Runway is likewise paying rent, or if this is a cross-promotional partnership.