Publications
Publications
- November 2011 (Revised December 2012)
- HBS Case Collection
Rent the Runway
By: Thomas R. Eisenmann and Laura Winig
Abstract
Two months after a successful launch in November 2009, the cofounders of Rent the Runway (RTR), a website that rented designer dresses, are debating whether to grow their startup at a measured pace and focus on improving operational effectiveness, or raise a new round of venture capital sooner than originally planned. Raising more venture capital would allow RTR to aggressively expand its inventory and customer acquisition efforts, in order to serve a broader range of customer segments with a wider selection of products, (e.g., accessories, maternity wear).
Keywords
Lean Startup; Electronic Commerce; Fashion; Expansion; Business Startups; Growth and Development Strategy; E-commerce; Fashion Industry
Citation
Eisenmann, Thomas R., and Laura Winig. "Rent the Runway." Harvard Business School Case 812-077, November 2011. (Revised December 2012.)