This week, Rent the Runway announced they were partnering with Amazon to sell pieces that were previously rented, worn, and in excellent condition (our words, not theirs). So, what’s the story and what do we think?

The story: Since Rent the Runway was founded in 2009, profitability has been, shall we say, elusive – which is actually pretty darn crazy, given consumer sentiment towards the service is overwhelmingly positive. But rental is a hard business, and the COVID-19 pandemic nearly shattered the business, as active subscribers declined from 133,000 to 55,000. Why? Most women were renting pieces for events – weddings, interviews, galas, fancy parties, that kind of thing. And guess what totally ceased in 2020? Yeah, in-person events. It was only a year after the company IPO’d and its stock plummeted. But Jenn Hyman, co-founder and CEO, is a business shark, and figured out a way through. Rent the Runway began selling previously-rented pieces through partners like thredUP, Nordstrom Rack, and Saks Off 5th, and, as of this week, they’ve added Amazon to this list.

What we think: A+ strategic move. Both Rent the Runway and Amazon have established solid brand equity, meaning consumers know and trust these businesses. Not only does this additional distribution channel bode well for Rent the Runway, but consumers who may be wary of resale and circular fashion generally now have two trustworthy brands vouching for a pre-loved item. All Rent the Runway Pre-Loved pieces are independently authenticated, cleaned, and restored through Rent the Runway’s “extensive quality assurance process,” meaning that sometimes skeptical secondhanders have less to fret about. Both Rent the Runway and Amazon’s intentional choice to embrace and promote this pre-loved program is also helping normalize resale, which we are obviously all about.

Where you can shop: Rent the Runway Pre-Loved on Amazon. Pre-loved pieces include dresses, tops, outerwear, and bottoms from over 35 designers, including Tibi, rag & bone, Tory Sport, Kate Spade, Jonathan Simkhai, Milly, and others.