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Rent the Runway to Offer Designer Duds for Kids

Preschoolers across the country will soon have access to a dream wardrobe of Chloe, Fendi, Marc Jacobs and more.

Rent the Runway announced on Friday that it will be launching an extension to its popular subscription service called Rent the Runway Kids. Subscribers (moms, presumably) will be able to rent children’s clothing from hundreds of designer brands as a supplement to their membership plans. They’ll also be able to tack on extra outfits for an additional fee, ensuring that their youngsters never miss an opportunity to be best-dressed at a birthday party. With RTR Reserve, the site’s one-time rental option, users can rent kid’s clothing for four to eight days at prices between $30 and $125. The RTR Update plans currently allows members to rent four items of clothing for the month for $89, and RTR Unlimited members can rent four outfits on constant rotation for $159 a month. With the kid’s wear rollout, Rent the Runway will offer members an “Extra Spots” option, allowing them to add on extra outfits for a small fee.

CEO and co-founder Jennifer Hyman told Business Insider that expanding into children’s clothes was a “natural extension of the business” given that “many of the service’s 11 million members have children.” The move makes financial sense for moms who are loathe to splurge on clothes that their kids will likely grow out of within months. Rent the Runway also assumes responsibility for laundering the garments, so sticky fingers and popsicle stains won’t cost them extra in dry cleaning bills.

Rent the Runway Kids will launch April 16 with 13 designer labels, including Fendi, Stella McCartney, Chloé, Little Marc Jacobs, Marni, Philosophy and Milly Minis. The rentals available upon launch will be for girls ages 3-12, the company said in a statement. As the designer roster suggests, the clothing at launch will be “primarily special occasion,” according to Lena Anderson, the company’s communications director. More everyday options will become available down the line, she added.

Diversifying seems to be a key part of the $1 billion company’s strategy. In early March, Rent the Runway announced a partnership with West Elm. The initiative, which launches this summer, will allow members to rent bundled items like duvet covers and throw pillows from the furniture and home wares retailer. The rental service got its start in 2009 with formal dresses and has since become a one-stop shop for casual and luxury clothing and accessories.