Rent the Runway launches unlimited rentals

Rent the Runway is adding another component to its apparel rental business with the launch of an Unlimited subscription service that provides users with an unlimited supply of clothing and accessories for a flat monthly fee. 

Subscribers can choose three items at a time and swap them out for new selections. There's no limit and the $139 monthly fee includes shipping, dry cleaning and insurance on the items. 

Customers can also choose to pick up their selections at a Rent the Runway store; there are locations in New York City, Washington D.C., Chicago and Las Vegas. 

Shoppers can also buy items at a discounted rate. 

"With Unlimited, we are putting the closet in the cloud and allowing women to experience and cycle through thousands of designer looks for their everyday work and weekend wear," said Rent the Runway CEO Jennifer Hyman. "Your closet no longer has to be a graveyard for questionable purchases and bad trends. Unlimited provides the variety and quality that the modern woman's wardrobe requires, allowing her to have fun with fashion without the commitment of purchase."

There is also an updated app with features expressly designed for Unlimited members, including a personalized home screen that displays items currently being rented. Once an item is returned, that screen will display a blank space to add a new one. 

Rent the Runway established itself as a designer rental option for shoppers attending a special event. It has added more casual everyday apparel and accessories, along with a new private label line called Slate & Willow. The company had been testing Unlimited in beta before making it available nationally.

For more:
- see this Rent the Runway announcement

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