Rent the Runway Launches Maternity Subscription Services

The clothing rental services is making it a little easier for moms-to-be to find stylish options.

By Brigitt Earley June 15, 2018

Outfitting an ever-changing body is quite an expensive and tricky endeavor, but Rent the Runway (RTR) is set on simplifying that experience. The clothing rental company is launching a new maternity subscription program to help the 3.9 million expectant moms in the U.S. each year address this challenge, according to a press release.

The new subscription program will use due-date data to provide a personalized experience tailored to pregnant women, new moms, and nursing women. An algorithm will consider the woman’s trimester or postpartum stage, as well as hermpersonal preferences to offer suggestions. With options abound, these women will find plenty of styles to suit all aspects of her life, from work and everyday wear to evenings out and special occasions.

“With 70 percent of expectant moms in the U.S. working during their pregnancy, and 60 percent working after giving birth, we knew there was a need for a solution for women both during pregnancy and afterwards,” said Rent the Runway CEO and co-founder, Jennifer Hyman in a press release.

As part of the new subscription service, women have two options: RTR Unlimited or RTR Update. With Unlimited, women pay $159 per month for four items at a time. Items can be swapped an unlimited number of times each month. With Update, women pay $89 per month for just four items. Both services also provide complimentary access to maternity stylists who can help build favorites lists and provide styling check-ins at each trimester to recommend selections.

For a limited time at launch, new subscribers will receive a gift credit to Rosie Pope to purchase the perfect maternity basics to complement their RTR subscription.