Rent the Runway is opening its first store-within-a-store tomorrow inside Neiman Marcus in Union Square, San Francisco, and plans to open more by the end of 2017.The Rent the Runway pop-up store inside Neiman Marcus will feature a curated, rotating inventory of over 400 designers, personal stylists, an in-app concierge for hand delivery and courier services, and a “RTR Bar” where women can swap out their rented clothes. The fashion-tech startup that allows users to rent clothing and accessories also plans to open seven brick-and-mortar locations by the end of the year.
Total Retail’s Take: This is a win-win for both companies. Rent the Runway will get in front of an older, wealthier clientele, while Neiman Marcus will benefit from Rent the Runway’s millennial customer base. Neiman Marcus has struggled with attracting millennial shoppers, so this move should get the high-end retailer back on track after four straight quarters of declining comparable sales.