Borrowed Time: Why Fashion Brands Couldn't Make Renting Work

Andrew Burnstine – Retail Matters

CaaStle, which handled the logistics for most branded rental services in the US, said it was facing a “severe and immediate liquidity problem.”

But even before its crisis, many of CaaStle’s brand and retail partners quietly rolled back their rental platforms.
The value proposition for rental customers was never strong enough; rental enthusiasts wanted variety, and a single brand was never going to provide the breadth of assortment that was needed to make a monthly subscription worth it.