Rent-the-Runway Offers Fashion for the Younger Set

Rent-the-Runway is giving mothers an opportunity dress their daughters in smaller versions of favorite brands such as Chloe Kids, Fendi Kids, Stella McCartney Kids, Little Marc Jacobs and Marni Kids, among others. Kids clothing, the fastest-growing apparel sector in the U.S., coupled with the fact that kids grow fast, made a strong case for Rent-the-Runway to extend the online rental platform’s services to girls’ sizes 3Y to 12Y. Rent-the-Runway isn’t the only site thinking about children. Net-a-Porter last week launched a pop-up shop for Chloé Kidswear, and is considering a larger category play. “Children are constantly growing, so it makes sense for rental, especially, for trend-driven pieces,” said Jennifer Hyman, chief executive officer and co-founder of Rent-the-Runway. “As the mother of a two-year-old, I feel like I’m constantly buying new clothes for her, and they’re [worn clothes] filled with stains, which makes me not want to invest in those special pieces. Kids are inherently messy.” However, that doesn’t turn off Hyman at all. “Rent-the-Runway will handle the dry cleaning, shipping and insurance,” she said. “We run the largest dry cleaning operation in the world. We’ve become experts on how to restore clothes to perfect condition.” According to Hyman, Rent-the-Runway Kids represents the industry’s first extension

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