Armarium permits you to borrow luxurious style out of your smartphone
Numerous startups need to make sporting the newest – and in some instances, luxurious – style extra reasonably priced, together with Lease the Runway, Le Tote, Gwynniebee, The Ms. Assortment, and others. These corporations supply to lease out clothes, as an alternative of promoting clothes new. In the present day, welcome the newest to hitch this crowd: a brand new on-demand app referred to as Armarium is launching to serve these with barely costlier tastes. Its assortment options pricier assertion items in contrast with its rivals, and guarantees to lease solely these gadgets from the present season or the final.
For comparability’s sake, Lease the Runway’s items may be as much as 4 seasons previous, and are far more reasonably priced whenever you select to purchase. However Armarium’s assertion items lease for $300 to $500, and retail for $three,000 to $5,000, as a result of they hail from larger-finish manufacturers.
This makes it a bit out of attain for a lot of the mainstream, however is one thing that would attraction to the aspirational fashionista crowd.
The startup was based by a group of style business vets, together with co-founders Trisha Gregory, the previous head of Public Relations at Salvatore Ferragamo for North America; and Alexandra Lind Rose, a dressmaker and entrepreneur. There are additionally 21 trend and movie star stylists on board, together with Shiona Turini, Karla Martinez de Salas, Natalie Joos, and others, whose time you’ll be able to ebook for extra charges.
Collectively, Armarium’s staff has curated a set of clothes and niknaks that gives extra entry to the highest luxurious manufacturers, like Alberta Ferretti, Etro, Jimmy Choo, Nina Ricci, Anthony Vaccarello, Peter Pilotto, Sonia Rykiel, Roberto Cavalli and extra.
Whereas the thought is to convey runway appears to anybody, the clothes features a vary of things from road fashion daywear to black tie.
The aim is to make these things extra reasonably priced by dropping the worth to 10 to twenty % of retail. (Equipment are round $forty and able to put on is $200 to $800). This helps Armarium outline its area of interest within the area, as rivals are likely to draw back from the very excessive-finish items in an effort to maintain their month-to-month pricing extra reasonably priced.
However Armarium’s enterprise mannequin is totally different. Although lots of at the moment’s clothes rental providers function as subscriptions – that’s, you pay a flat payment to lease the items on a month-to-month foundation – Armarium’s customers merely pay for the gadgets they borrow individually.
“I knew after a few years of styling Ferragamo runway assertion items on VIP ladies across the nation for particular occasions and watching them fall in love with the model and the designer after sporting considered one of them that I needed to create a platform that offered this kind of entry to extra ladies,” explains Gregory.
“Typically occasions the most effective items cancelled from manufacturing and never discovered out there. There additionally wasn’t a participant within the shared financial system for luxurious trend and we needed to teach and introduce new clients to luxurious excessive style by means of our platform,” she provides.
Gregory says the perfect shopper is a socially lively lady who needs excessive-finish assertion items but in addition the comfort they’ve come to anticipate with know-how. They, nevertheless, would not have expertise with excessive trend and can use Armarium as their entry to those manufacturers.
To make use of the service, clients obtain the app and join an account. You possibly can then browse for gadgets and place requests to borrow items. The rental interval is pretty brief – you possibly can lease gadgets for 4 days, however not a month or different indefinite durations of time, as on different websites.
As well as, Armarium provides a extra palms-on strategy to styling. The corporate supplies entry to a group of stylists who assist clients by way of chat, in showrooms, and even in personal houses in N.Y., L.A., and San Francisco. It additionally gives entry to “Home Stylists” who you possibly can name for final-minute questions on match and elegance.
Whenever you’re completed with the merchandise in query, you ship it again and Armarium handles the dry cleansing.
Armarium is aiming to be extra than simply leases, nevertheless; it’s additionally making an attempt to determine itself as a life-style model. That is mirrored on the corporate web site, which options type inspiration, interviews with designers, photograph shoots styled by its group, and the “Armi four hundred,” which focuses on influential individuals in enterprise, arts and leisure. Already it has featured content material from Whitney Port on Wedding ceremony Type, in addition to a profile of Bettina Anderson’s journey to Palm Seashore, for instance.
The corporate has been operating a personal beta with three,000 customers since earlier this yr on an invitation-solely foundation, and reviews a mean repeat buyer development of 28 %, with common leases of 1.25 gadgets at round $300.
Armarium closed on $1.25 million in seed funding in Might from Metamorphic Ventures, Carmen Busquets (investor in Internet-a-Porter), together with numerous angels and strategic companions.
The app is obtainable for obtain right here on iTunes.