Chic By Choice

Chic By Choice Is A European Take On RentTheRunway

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Rent The Runway has made a splash as a way for women to literally rent high fashion. Now a new startup hopes it can reproduce that success with a similar model, which has a new take on the idea, with the goal of bringing a large variety of luxury rentals to all major markets in Europe. With Chic By Choice, you hire designer dresses curated by boutiques and department stores.

It tackles selection and distribution differently than Rent The Runway by partnering with merchants and brands. It also provides shipping to most European countries. Its selection offers a variety of styles from a network of boutiques representing brands such as Dior, Jenny Packham, Elie Saab, Dolce & Gabbana, Lanvin, 3.1 Phillip Lim, Etro and Peter Pilotto.

Founder Filipa Neto says the startup is now backed with an undisclosed sum by Portugal Ventures and Faber Ventures, both out of Lisbon, Portugal.

“Our target is mostly women with purchasing power in their 20’s to their 40’s,” says Neto. “Rentals are a powerful way to market a luxury brand and convert aspirational buyers into actual consumers.”

A beta site (launched at the Decoded Fashion London conference) offers 100 dresses, a selection that will grow to 600 dresses in the next six months.