Janet Mandell expands luxury rental model with consignment service and AI try-on
In a rental market dominated by convenience and price_ Janet Mandell has carved out a niche: a couture-level service paired with a circular fashion ethos. From her showrooms in New York_ Los Angeles and Chicago_ Mandell has built a business that not only provides access to over 6_000 designer pieces_ but also strives to care for clients as though they were stepping into a Parisian couture house.
“The traditional rental model was missing the A-class service experience_” Mandell told FashionUnited. “To me_ it is about so much more than renting a gown. It is about ensuring that every woman leaves feeling confident_ supported_ and extraordinary in her choice.” That philosophy is reinforced by on-site tailoring_ last-minute styling_ and a focus on detail intended to elevate rental into a luxury experience.
Now_ Mandell is expanding her model with two new initiatives: a consignment service designed to extend the lifecycle of clients_ wardrobes_ and AI-powered virtual avatars that let users try on looks digitally. Both underscore her ambition to position Janet Mandell not only as a rental platform_ but as a purveyor of luxury_ technology and circular fashion.
Rental continues to grow into high-fashion realm
The addition of such features differentiates Janet Mandell from others in the rental market_ which has continued to expand in the wake of rising sustainability concerns and a growing preference for access over ownership. The global online rental market was valued at 1.52 billion dollars in 2023_ and is projected to reach 3.12 billion dollars by 2032_ growing at a CAGR of 8.3 percent_ according to Grand View Research.
North America represents a significant share_ with the US rental market online forecast to grow at a CAGR of 7.5 percent from 2025_ according to Future Marker Insights. While players like Rent the Runway_ Nuuly and Fashion to Figure dominate the broader space_ Mandell has become a defining figure in the high-fashion sub-sector_ which is expected to reach 1.2 billion dollars by 2033.
Balancing data and intuition
Mandell credits her success to a mix of data-driven decision-making and strong client relationships. “We know our clients deeply_ and we use the data we capture in each city to curate collections that reflect their unique tastes and lifestyles_” she said. “But fashion is also about intuition_ and sometimes it comes down to trusting my gut when I am buying.”
Her clientele spans stylists_ celebrities and private clients. While stylists often arrive with specific requests_ private clients typically seek guidance_ making the rental process a collaborative experience that “involves trying on looks_ experimenting_ and most importantly having fun discovering pieces they may never have imagined for themselves”_ Mandell noted.
Consignment model expands client relationships
The new “inherently sustainable” consignment model adds another layer to Mandell_s circular approach and relationships with her clients_ enabling them to rent out their own pieces before eventually finding the right buyer. “It is a multi-layered approach to sustainability that keeps luxury fashion in circulation_” Mandell said.
Maintaining couture-level service is central to the shift. As such_ expert tailors are employed at every showroom to serve as “clothing doctors”_ ensuring garments are in impeccable condition. “That level of craftsmanship and attention to detail ensures our couture standard never wavers_” she said.
The introduction of the service reflects Mandell_s ability to recognise where the rental business needs to move next. Popularity for the evolving sector can be attributed to trends like _access over ownership_ that are currently gaining traction_ or the increase in demand for premium and luxury brands_ which are not typically associated with convenience_ yet through rental become more accessible to a wider customer base.
Sustainability is also a growing driver_ though while already ingrained in consumers in younger generations_ for which circularity is second nature_ Mandell_s clients primarily seek pieces for milestone events. For them_ appeal lies in exclusive inventory and personalised service_ with sustainability serving as an added benefit.
Adapting for the future_ drawing inspiration from the past
To continue evolving her service_ Mandell is also preparing to launch an AI-powered platform that will allow clients to try on looks virtually. While details remain limited ahead of a rollout later this year_ she said the innovation will “absolutely transform the way clients experience our brand”.
Mandell continued: “Technology creates curiosity and excitement_ which ultimately drives people into the showroom. It is similar to seeing a dream home online and feeling compelled to visit in person. Our tech innovations are designed to spark that same desire to come in_ touch and truly experience the fashion.”
While this evolution in particular focuses on future-thinking innovation_ Mandell is also hyper-aware that in order to look forward_ you also sometimes need to look back. In an effort to continue expanding the rental offering_ the company is growing its vintage selection_ a category Mandell views as central to the brand_s identity.
This strategy will be spotlighted during a vintage-focused runway show at New York Fashion Week on September 10_ where the brand will also debut its new technology. The event intends to highlight the showroom_s “role as one of the top vintage curators in the rental space”_ Mandell said. “We don_t follow trends – we create them. As curators_ we have the freedom to define what_s next_ which is why our inventory feels so unique.”
Growth doesn_t stop there_ however. When asked what was next for the showroom_s model_ Mandell said she envisioned the brand extending beyond fashion rental and into a full lifestyle experience. “Think private clubs_ hotels_ restaurants_ fitness and wellness_ all integrated into our showroom spaces_ “ she said. “Ultimately_ I want to create a sanctuary for women_ a place where they feel inspired_ celebrated and at home.”