Project Runway

Jenn Hyman spent the past 15 years building, funding, and taking public her category-creating company. But with the Rent the Runway stock down 99 percent and strong competitors to fend off, the O.G. in the space is doubling its new inventory and flaunting its power in brand discoverability.

Jenn Hyman described the rebooted Rent the Runway platform as a discovery engine for brands—akin to Sephora, where indies are elevated and find a new generation of consumers. Photo: Mireya Acierto/FilmMagic

Sarah Shapiro

March 11, 2025

On Monday, Jenn Hyman, the C.E.O. and co-founder of Rent the Runway, sent a mass email to members heralding a new strategy for the rental business: more inventory, new styles, deeper stock, and more than a dozen designer collabs with the likes of Jacquemus, Cult Gaia, and Frame. This focus on inventory goes beyond customer satisfaction—it’s a necessary and possibly a last-ditch strategic pivot for a company looking to rewrite its Wall Street narrative… and avoid getting delisted.