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French Contemporary Fashion Brand Brings Rental Service to U.S.

Following the early 2020 launch of its clothing rental service in France, ba&sh has expanded Borrow on Ba-sh.com to the U.S. Consumers can directly search the Borrow collection or discover items available for rental browsing the website. Those available for rental in the selected size and color will display a “Borrow” button.

ba&sh will offer a curated selection of fall/winter 2021 pieces across ready-to-wear categories including dresses, knits, outerwear, tops and bottoms. Customers can return the items at the end of the rental period with free shipping and dry cleaning, continue to rent for a daily fee or purchase the item at a discount. When daily rental fees add up to the retail price, the customer will own the item with no penalty.

“As innovation, responsibility and service are at the heart of our brand strategy, this rental offering will allow us to address a wider, more socially aware clientele and enable them to consume differently with us,” said Pierre-Arnaud Grenade, Global CEO of ba&sh in a statement.

The service is powered by B2B rental technology platform CaaStle. “Borrow widens ba&sh’s audience to new and aspirational customers by offering a unique and accessible way to interact with the brand,” said Christine Hunsicker, Founder and CEO at CaaStle.

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The rental market has experienced some volatility in recent months. Rent the Runway moved ahead with its IPO in October despite a downturn in its business, reaching a high of $24.77 per share but currently trading at $18.20 per share.

Despite the uncertainty, traditional retailers also have been entering the rental market: in March 2021 Ralph Lauren debuted a subscription rental service, and Eddie Bauer entered the rental market in July 2021. REI Co-Op has been offering rentals since April 2019.

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