NEW YORK (Reuters) – Rent the Runway will associate with Williams-Sonoma Inc’s West Elm brand to allow subscribers to rent home decor, the garb condo company said on Thursday.
The New York City-based organization, which has previously simplest rented out fashion designer apparel and accessories, will allow clients strive out smooth domestic goods, which include quilts, blankets, shams and ornamental pillows made by way of West Elm starting in the summer time. The gadgets could be to be had in 26 “bundles” ranging in retail fee from $a hundred and fifty to $450. Founded in 2009 by Jennifer Hyman and Jenny Fleiss, Rent the Runway is one in all a handful of garb condominium agencies that have pitched themselves as an opportunity to rapid fashion players like H&M and Zara. Rent the Runway’s unlimited subscribers pay $159 a month to rent four items at a time from a spread of more than six hundred designers of clothing and accessories, for so long as they like. The domestic true bundles would remember as one of the 4 items. “One of the matters that we retain to pay attention from our subscribers, other than that they need greater, became what different elements of my existence are you able to remedy and domestic was something that kept doping up,” stated Maureen Sullivan, leader working officer at Rent the Runway, including that the partnership would supply the business enterprise greater get admission to to statistics in hopes of luring in new customers.
“We have a ton of learnings around what people want to rent in apparel and add-ons, but we don’t realize what humans want to rent for his or her home.” The partnership with Rent the Runway, whose patron is a mean age of 29, can even probably assist West Elm appeal to a more youthful era of customers, Sullivan said. On home goods store Williams-Sonoma’s last income call in November, Chief Executive Officer Laura Alber highlighted that product mix and decrease fee points have helped the agency bring in new consumers throughout manufacturers. “West Elm keeps to develop its business throughout now not just furniture but in other classes… And in order that they’re attracting more youthful customers and clients getting into the market with now not simplest rate factor however mix,” Alber said, including that they have additionally had success with Williams-Sonoma’s dinnerware line Open Kitchen, that’s “attracting a younger clients and new customers to the emblem.” This is the primary time West Elm has made products available for hire. “Together we will pay attention and respond to consumer shopping behavior, permitting demand to force generation,” said President of West Elm, Alex Bellos. Bellos did now not provide comment on whether the partnership could lure in younger shoppers. Fleiss additionally co-founded Jetblack, part of Walmart.Com Inc’s first portfolio corporation, Store No. Eight., in 2018. Jetblack is a equal-day delivery provider wherein clients can vicinity orders the usage of a text message.