Urban Outfitters, Inc announced the launch of Nuuly, a women’s apparel, subscription rental service. Starting today, customers can join a waitlist at www.Nuuly.com to be notified for Summer 2019 launch.
Calling this a new way to experience clothing, Nuuly is a monthly subscription service with an offering of URBN’s own brands, third-party labels and vintage pieces for rent via a custom-built, digital platform. Subscribers can select their styles each month, wear them as often as they like, then swap into new styles next month. If they like something they’re renting, they can also purchase it. Subscriptions will cost $88 for one, six-item box per month, offering subscribers on average over $800 worth of initial retail value per box, for a tenth of the price.
Nuuly will stock over 1,000 styles at launch, with plans to add over 100 new styles a week and triple style count by year’s end. The assortment will span lifestyle categories, offering everything from premium denim and everyday dresses to seasonal outerwear and coveted vintage pieces, with options in sizes 00-26, including substantial selections of petite and plus-size apparel.
A team of engineers, product managers and data scientists are developing the complex technology needed to power all aspects of the user experience, with a focus on data driving many aspects of the business. A dedicated warehouse and fulfilment center outside Philadelphia houses state-of-the-art laundry equipment operated by veteran laundry technicians. Nuuly has also invested in dedicated marketing, merchandising and creative teams to curate an aspirational lifestyle experience for our creative-minded target customers.
In addition to URBN’s own brands, like Anthropologie, Free People & Urban Outfitters, Nuuly will also offer a curated selection of clothing from other brands. This includes fashion and streetwear offerings from athletic brands like Reebok, Fila and Champion, denim brands like Levi’s, Wrangler, DL1961, Paige, AYR, Citizens of Humanity, One Teaspoon and AGOLDE as well as an expansive assortment from contemporary brands and designer labels including Universal Standard, Naadam, LoveShackFancy, Chufy, Gal Meets Glam, Ronny Kobo and Anna Sui.
Over the years, URBN has observed several trends impacting consumer’s shopping behaviors. Interest in sharing-economy platforms and recurring subscription relationships has grown across industries. In apparel, the millennial consumer, in particular, is seeking out platforms that provide novelty, variety and breadth, while also supporting sustainability. Nuuly seeks to further these shifting behaviors by giving subscribers access to a wide assortment of current fashion at a substantially lower cost-per-wear than retail, solving the paradox of a millennial’s quest for constant fashion newness alongside the desire for a more sustainable lifestyle.
“Since our founding in 1970, our company philosophy has been to give our customers the creative, compelling shopping experience they desire,” said Richard Hayne, CEO and Chairman, Urban Outfitters Inc. “Nuuly is the next step in that mission, and with it, we set out to be the subscription fashion leader by offering an unmatched curation of aspirational brands, coupled with extraordinary value,” added Hayne.
“URBN enters the rental landscape with many strategic advantages,” said David Hayne, Chief Digital Officer, URBN, and Nuuly President. “We bring our brands and their proprietary assortments, millions of existing customer relationships with rich preference histories, long-standing brand partnerships, a broad point-of-sale distribution network, as well as deep, operational know-how and investable capital. When paired with our proven ability to develop creative lifestyle brands, we believe Nuuly is uniquely positioned to deliver the dynamic subscription rental experience the modern customer desires,” he noted.
Urban Outfitters, Inc., offers lifestyle-oriented general merchandise and consumer products and services through a portfolio of global consumer brands comprised of 245 Urban Outfitters stores in the United States, Canada and Europe and websites; 228 Anthropologie Group stores in the United States, Canada and Europe, catalogs and websites; 136 Free People stores in the United States, Canada and Europe, catalogs and websites, 12 Food and Beverage restaurants, 4 Urban Outfitters franchisee-owned stores, 1 Anthropologie Group franchisee-owned store and 1 Free People franchisee-owned store, as of April 30, 2019. Free People, Anthropologie Group and Urban Outfitters wholesale sell their products through approximately 2,200 department and specialty stores worldwide, digital businesses and the Company’s Retail segment.