The Unlimited plan is a logical extension of Rent the Runway’s original business model, which offers a la carte rental of high-end dresses for special occasions, like weddings or black-tie functions, for between $30 for a simple shift to $600 for a column gown.
The new Neiman Marcus locations will capitalize on Rent the Runway customers’ desire for same-day rentals. 33% of orders to date in their brick-and-mortar outposts have been for outfits or accessories to be worn the day or evening of pickup.
In addition to a rotating ‘dream closet’ of curated inventory from over 400 designers, the Neiman Marcus store-within-a-store will include styling for between $30 and $75 an appointment; an in-app concierge offering street-level hand-delivery and courier service; and ‘RTR Bar’, the startup’s answer to Apple’s Genius Bar, where women can swap out their rented items or seek styling advice.