Rent the Runway, the venture-backed dress rental juggernaut, is bringing in New York firm Shadow PR as agency of record.
The three-year-old company, started by Harvard Business School classmates, lets users rent dresses and accessories through the mail on a business model similar to Netflix’s DVD-by-mail service. It claims three million members.
New York-based Shadow PR was tapped to guide a strategic media relations and placement campaign, as well as celebrity outreach, events and other initiatives.
Rent the Runway previously worked with New York fashion PR firm Krupp Group.
“Their passion for their business is infectious and together, we are going to turn ‘luxury fashion rentals’ into a cultural phenomenon through memorable, impactful press coverage,” said Lisette Sand-Freedman, co-owner of Shadow, which has operations in Los Angeles, as well.
VC firm Kleiner Perkins Caufield & Byers pumped $15M into the company last year after $16M in earlier support from Bain Capital and Highland Capital.
A.J. Nicholas, former PR manager for Victoria’s Secret, is director of PR for Rent the Runway.