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CaaStle’s Latest Rental Program Targets Trends for Moms

B2B clothing-as-a-service platform CaaStle’s newest project centers on serving the country’s matriarchs.

This week, the backend rental technology company that has helped brands and retailers like Dress the Population, Rebecca Minkoff, Vince, Banana Republic, Ralph Lauren and Express give shoppers the ability to borrow rather than buy, announced the launch of the Modern Mom Style Box.

Developed in collaboration with Modern Mom Probs, a lifestyle platform created by mom and content creator Tara Clark, the rental service represents the first designed specifically for mothers and breaks from CaaStle’s tradition of helping companies launch mono-brand programs. Clark noted a gap in the market for resources for modern women with children, and amassed a following of more than 700,000 people through her website, social media platforms and parenting book, “Modern Mom Probs: A Survival Guide for 21st Century Mothers.”

The Modern Mom Style Box allows renters to elevate their wardrobes with confidence-boosting, on-trend options, Clark said. They can curate their own virtual closets through the online platform, and for $60 per month, they are sent three pieces at a time to wear as long as they’d like. When they’re ready to try something new, they can swap them out with unlimited exchanges.

“Having accumulated a ton of insight through Modern Mom Probs, many of the recurring conversations I see from moms center around self-confidence, identity, and how to find comfort in the skin they’re in,” Clark said. “In curating this collection of clothing with Style Box, my goal is to tap into these issues and provide a fun and accessible way for moms to feel beautiful and stylish despite the busyness of their daily lives.”

Members will be able to choose pieces handpicked by Clark from brands like Anne Klein, BB Dakota, Calvin Klein, Cupcakes and Cashmere, Faherty Brand, French Connection and Leota. The service includes free shipping both ways and the option to purchase rented items at a discount, she said. All items are dry-cleaned through eco-friendly processes facilitated by CaaStle’s backend rental operations.

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Calling the service “affordable and easy to use,” Jessica Dvorett, senior vice president of growth for CaaStle, said the collection “is edited for the multi faceted lifestyle of today’s ‘modern mom,’ including beloved and iconic contemporary brands to help her look and feel her best every day and during the special moments in between.”

CaaStle founder Christine Hunsicker launched the platform for use by brands and retailers in 2018 after founding and running size-inclusive womenswear subscription service Gwynnie Bee some seven years earlier as a proof-of-concept for the business model. CaaStle offers fashion players a turnkey solution for running an apparel subscription or rental service, managing their web platforms, logistics, dry-cleaning, packing and shipping.