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**Retail**
**Why So Many Brands Gave Up on Clothing Rental**
Ralph Lauren, American Eagle Outfitters, and Banana Republic briefly experimented with clothing rental. The collapse of CaaStle, which provided logistics for many of these services, signals that rental’s future lies elsewhere. Peer-to-peer rental apps like Pickle, Hurr, and By Rotation (pictured) offer a new way for brands to enter the rental market.
*(By Rotation)*
By Cathaleen Chen
04 April 2025
BoF PROFESSIONAL
**Key Insights**
CaaStle, which managed logistics for most U.S. branded rental services, faced a “severe and immediate liquidity problem.” Even before its crisis, many of its brand and retail partners quietly scaled back their rental platforms. The value for rental customers was never compelling enough—enthusiasts wanted variety, and a single brand couldn’t provide the breadth needed to justify a monthly subscription.
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