Rent the Runway Opens New Storefront

Rent the Runway (New York City), provider of designer dress and accessory rentals, will open its fifth physical outpost today in Chicago.

As with the company’s four existing units, renters will pay $25 to book an appointment at the 2940-square-foot storefront in Chicago’s Gold Coast neighborhood.

Additionally, starting today, Rent the Runway will move away from exclusively providing special occasion fashions by offering apparel across every category from brands such as Derek Lam, Nina Ricci, Giambattista Valli, Carven and Opening Ceremony, according to Women’s Wear Daily.

“This is as critical to [the consumer] for how they could think about getting dressed as to how a Spotify is to listening to music,” Rent the Runway cofounder and ceo Jennifer Hyman told WWD. “The goal is to change the level of engagement of membership so they see us as more than a place catering to special events.”