Armoire CEO Ambika Singh in front of the company’s new pop-up store. (Armoire Photos)
Armoire aims to help women access new clothes without having to enter a physical store. But now the Seattle startup is testing a brick-and-mortar strategy to compliment its online fashion rental service.
Armoire will open its first pop-up location this week in downtown Seattle, taking over an old Sprint retail store and using it as a place for members to learn about new clothes and styles.
Armoire CEO Ambika Singh and Lili Morton, community development, inside the company’s new store.
Starting at $149 per month, the 3-year-old company ships designer clothes to customers who can swap out the items at any time or purchase them at a discounted rate.
The pop-up store will allow new and existing members to try on clothes, experiment with different styles, and take home anything without pulling out their wallet. It will be open seven days a week and staffed by Armoire employees and stylists.
Armoire CEO Ambika Singh told GeekWire that the company aims to improve the dressing room experience, which she said “has historically been a negative experience for women.”
“We set ourselves up for failure as soon as we walk into that room,” she said. “With guidance from Armoire staff and stylists, we hope to create a shift where women instead see everything they love about themselves. We’re creating an environment where women choose self-confidence in the dressing room and in life, by armoring them with clothes they feel great in.”
The startup also hopes that because the clothing is rental and “temporary,” its service will help women stop agonizing over size and body perception in a relaxed gathering place, which was designed by Fernish, a furniture rental startup that recently expanded to Seattle.
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“Our hope is that members come to think of this space as home — dropping in for a new item or just a chat,” Singh said.
Armoire follows a similar playbook to Rent the Runway, the 10-year-old New York City-based company that was recently valued at nearly $800 million. Rent the Runway also operates physical locations; it opened its fifth store last year.
Starting with digital and expanding to physical is also a recent retail strategy used by Amazon, which built a massive online e-commerce business and now has several brick-and-mortar locations, including Whole Foods stores and Amazon bookstores.
Speaking of Amazon, the Seattle-based tech giant is also testing new ways to help people buy clothes. It recently rolled out a try-before-you-buy service called Prime Wardrobe.
Armoire has raised $4.2 million from investors such as Zulily co-founder Darrell Cavens; Foot Locker exec Vijay Talwar; and a number of female backers who decided to invest after first becoming customers. They include Sheila Gulati of Tola Capital, former Drugstore.com CEO Dawn Lepore, and Angela Taylor of Efeste.