Why the Fifth Avenue flagship hasn’t died yet

On Tuesday, Rent the Runway’s new Manhattan store opened to the public, a move that doubled down on the online fashion rental platform’s dedication to brick-and-mortar.

The 5,000 square foot space in Flatiron, a short walk from Fifth Avenue, includes an iPad introduction to how the company’s clothing rental system works (and a check-in field for grabbing new customer emails), easy access for online pick-ups and returns, a curated selection of Rent the Runway’s offerings — both formal attire and everyday wear — and a space dedicated to stylist appointments, complete with a mood board and champagne. On digital screens in the store, shoppers can view a selection of photos uploaded by Rent the Runway users, as well as check out inventory that’s available online, not in the store.