In New York, many individuals listing items for rental are described as being of a certain age and size, which may make it more challenging for people who wear larger sizes to find suitable items. To address this issue, Pickle is collaborating with creators, influencers, and tastemakers to represent a broader range of body types and aesthetics, according to a report by WIRED.
Erickson, who is preparing for her own wedding, is considering renting her bridal accessories to make environmentally conscious choices. She explained that while purchases are made thoughtfully after considerable contemplation, rental services are utilized for items intended for fun or one-time use. Erickson appreciates the circular fashion model and has not encountered negative perceptions regarding her decision to rent instead of purchase, which she attributes to the growing popularity of non-peer-to-peer rental platforms like Rent the Runway.
Similarly, Jane Kim, a resident of Brooklyn, turned to Pickle due to the financial strain of attending weddings. Having been a bridesmaid multiple times, Kim expressed reluctance to purchase another sand-colored dress after already spending $600 on similar attire. She also rents out her clothes and earns approximately $200 monthly on the platform.
Pickle primarily features high-fashion items but accepts any in-demand pieces, regardless of brand or price, including more affordable brands like Urban Outfitters and Edikted. Some of the most successful lenders on the platform earned over $3,000 monthly in 2024. Pickle retains a 20 percent commission on each transaction. The company aims to expand its inventory to men’s clothing and eventually beyond clothing and accessories.
Meanwhile, Yoodlize, an app based in Utah and operating near three college campuses, allows users to rent various items, including party supplies, tools, electronics, and outdoor sporting equipment. Jason Fairbourne, Yoodlize’s CEO and founder, stated that while the app attracts a diverse age range, it primarily targets Gen X, Gen Z, and millennials, with many users currently in college or high school.
The average rental transaction on Yoodlize is $50, and top users earn between $10,000 to $15,000 annually. The delivery method for rentals is negotiated individually between buyer and seller, and Yoodlize takes a 10 percent fee from both parties involved in transactions.
The peer-to-peer rental model appeals to both environmental and economic concerns by reducing the demand for products that are seldom used. Fairbourne questioned why every household needs to own rarely utilized expensive items like lawnmowers.
Other platforms in the rental market include BabyQuip for baby items, KitSplit for electronics, and Fat Llama for a wide range of items, from construction machinery to wedding selfie station backdrops.
Yoodlize and Pickle both aim to establish a robust nationwide user base and hope to influence cultural norms around consumption, encouraging even those not constrained by budgets to rent rather than buy.
Kim acknowledged that the rental process can sometimes be inconvenient, recalling how a courier returned an item at 1 am instead of the expected 8 pm. Despite the inconvenience, environmentally conscious users might accept these challenges to combat overconsumption, as renting can alleviate guilt about owning unnecessary items, Kim noted.
