Consumers are flocking to condo fashion clothing, so now West Elm Inc. And Rent the Runway Inc.
Want to apply the same model to domestic decor. The domestic fixtures chain is targeting the style apartment carrier’s 10 million members with a proposal to hire 26 curated domestic fabric bundles,
inclusive of ornamental pillows, throws, shams, quilts and coverlets for dwelling rooms and bedrooms.
Subscribers who pay a monthly rate can get the bundles on rotation starting this summer time — permitting them to overhaul their domestic’s appearance or color scheme for a big party, as an instance.
There’s additionally an option to purchase objects at a reduced price. Rent the Runway and West Elm, that is owned by Williams-Sonoma Inc., accept as true with that customers who submit their clothing on social media will do the identical aspect for his or her home furniture. “Fashion, as it’s miles currently, lives on social media each single day,” Jennifer Hyman, leader executive officer and co-founder of Rent the Runway, stated in an interview. “Similarly, the house was once a non-public space.
But now it’s a completely public area, given that it is a reflection of who we are.” The partnership is Rent the Runway’s first foray past clothing and accessories, and West Elm’s first time making products available for rent. The opportunity for West Elm is to capitalize on Rent the Runway’s hastily expanding subscriber base — the corporation says it’s growing one hundred sixty percent on an annual foundation. West Elm, in the meantime, has been one in every of Williams-Sonoma’s quickest growing brands.
