In today’s fast-paced world, there’s a growing demand for sustainable and convenient solutions. Recognizing this trend, Brentwood-based startup Stylette kids’ fashion clothing rental has emerged as a game-changer in the children’s clothing industry, offering parents a guilt-free way to dress their kids in the latest fashion while reducing overconsumption.
According to a recent study by Research and Markets, the retail rental industry is projected to grow by approximately 11% between now and 2031. While companies like Rent the Runway and Style Lend have already made their mark in the online clothing rental space for adults, Stylette aims to fill the gap for children’s clothing.
The idea for Stylette was born in 2020 when health and wellness entrepreneur Sheena Jongeneel, pursuing her master’s degree in business administration at Pepperdine University, faced the challenge of her toddler outgrowing clothes faster than her budget allowed. Co-founding Stylette with fellow mother Kim Kreuzberger, Jongeneel set out to provide a solution that would cater specifically to children aged 6 months to 10 years.
At Stylette, customers can browse through an extensive catalog of clothing and accessories, including dresses, hair accessories, and suits, with most items available for less than $100 to rent. They can then select their desired sizes and choose between a five-day or 10-day rental period. After the rental period ends, customers can either return the items or purchase them through Stylette.
The startup has established partnerships with renowned clothing brands such as Nelly Stella, Tutu Du Monde, and Luna Luna. While currently operating on a wholesale purchase model, Stylette plans to transition to a commission-based system, allowing brands to receive a portion of the rental price each time one of their pieces is rented. This innovative approach benefits both Stylette and its brand partners, fostering a collaborative and sustainable relationship.
To support its operations, Stylette currently operates a warehouse in Gardena where it keeps its inventory. Additionally, the company fulfills customer requests by ordering specific pieces on demand. This dynamic inventory management system ensures that parents can find the items they desire without compromising on style or availability.
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Since its inception, Stylette has experienced organic growth, transacting around 300 rentals within a year, all without any advertising. Looking to expand further, the company plans to close its seed funding round next month, which will enable them to launch a mass-marketing campaign and explore the implementation of a subscription model.
Cristel Russell, a marketing professor at Pepperdine University, highlights the evolving market for secondary products, including clothing. Today, consumers, especially the younger generation, are increasingly open to buying used clothing or renting clothes, particularly when it comes to children’s items. The cost of ownership, which encompasses not just the purchase price but also the expenses of dry cleaning, maintenance, and storage, has led many to realize the value of rental services like Stylette.
With the rise of the circular economy, where products are bought and resold, Stylette is well-positioned for success. While there may be some resistance from certain consumer segments, the growing acceptance of thrift shopping and the sharing economy suggests that the popularity of rental services will only continue to grow.
Jongeneel is optimistic about the future of Stylette, emphasizing the positive response they have received thus far. She believes there is untapped potential in the children’s market, as no one has fully explored the rental model in this space. With the proven success of the rental industry in the adult fashion sector, it’s only a matter of time before Stylette becomes a go-to destination for fashion-conscious parents seeking sustainable and stylish clothing options for their children.
For more details visit https://stylette.com/
