Rent the Runway opens new flagship store in New York City

Rent the Runway has been one of the most successful niche online concepts to come out to offline retail. US based fashion service started out as the go-to business for short term renting of high-end apparel and accessories for weddings and occasions ranging from a prom to a big job interview. It has now expanded to include a subscription proposition that allows customers to rent a number of key pieces for longer periods.

Now it is adding a permanent Manhattan store to its growing standalone portfolio.  The 5,000 sq ft store in the Flatiron district at West 15th Street is the brand’s sixth opening, it already has spaces in Washington, Las Vegas, Woodland Hills, California, Chicago, as well as a concession in Neiman Marcus, San Francisco. Plans are also in place to open up to 15 in major cities across the country.

Central to the store proposition in New York is the Rent the Runway Bar, inspired by Apple’s Genius bar. It’s a service only area where customers can get advice on fit, styling, and ordering and where associates will have access to members past orders and profiles courtesy of a new bespoke back-end system that aims to elevate on-site client service.