Nuuly
Nuuly is a subscription clothing rental service launched by URBN in 2019.
Founded
2019Nuuly is a subscription clothing rental service launched by URBN in 2019.
Nuuly is a subscription clothing rental service operated by URBN. Members pay a flat monthly fee to rent six items at a time from a mix of in-house and third-party brands, with free shipping and returns included.
The catalog spans everyday casual wear, work attire, dresses, premium denim, and one-of-a-kind vintage pieces. After wearing, members return items in a prepaid tote; garments are cleaned and inspected before returning to circulation.
Nuuly's management has publicly targeted more than $500 million in annual sales, following a fiscal year in which revenue exceeded $378 million and the business turned profitable. The subscriber base grew to more than 300,000 members, a 53% year-over-year increase, suggesting continued expansion in the subscription clothing rental segment.
The service benefits from being part of URBN's portfolio, which supplies owned brands, logistics infrastructure, and cross-marketing reach. Growth will depend on retaining subscribers, expanding brand partnerships, and competing with both event-focused designer rental services and newer casual clothing rental entrants.
Nuuly differentiates itself from event-focused rental competitors by emphasizing everyday, trend-forward styles. It leverages URBN's owned brands—Urban Outfitters, Free People, and Anthropologie—giving it direct control over inventory and margins.
The service's $98 monthly price for six items is positioned as a more accessible alternative to higher-priced designer rental subscriptions. Its casual curation and brand partnerships appeal to younger consumers seeking variety without full ownership.
Nuuly's core subscription is priced at $98 per month and includes any six items selected from the catalog. Shipping and returns are free, and members can pause or cancel their subscription.
The company regularly offers first-month promotions to lower the trial cost. Additional services include the option to purchase rented items, extending the transaction model beyond pure rental.