Brilliant: Rent the Runway Goes into the Bridal Business

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Why hasn't anyone thought of this before? Well, now Rent the Runway did. Now the pop-up boutique at the Cosmopolitan of Las Vegas will start carry wedding dresses beginning Wednesday, right in the midst of the busy Vegas wedding season.

The initial assortment will contain eight styles from designers Nicole Miller, BCBGMAXAZRIA, Theia, Badgley Mischka and Erin Fetherston. Or brides can order their dresses online www.renttherunway.com and have the dresses delivered to the store just in time for the wedding.

Rental prices will range from $125 to $225 for a same-day dress rental, where customers can select a designer dress and return it before they depart. Just look at the retail prices compared to the rental rates above. Brilliant.
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