What: Rent the Runway will be available on Amazon.

Why it is important: The designer rental specialist said it is launching an Amazon Fashion storefront that will sell “pre-loved” looks and exclusive new items from its Design Collective.

The resale looks from the company’s rental business will include hundreds of styles from more than 35 brands.

Rent the Runway’s cofounder and chief executive officer, described the strategic relationship as a boarder win for resale.

This isn’t Amazon’s first step into second-hand — its Shopbob business has The Pre-loved Edit and the e-commerce giant linked with What Goes Around Comes Around last year — but the collaboration with Rent the Runway extends the push significantly.

Rent the Runway has been pushing to build its business under the harsh glare of Wall Street following its IPO in 2021. And Amazon has been looking to build in fashion and is still looking for ways to crack the designer code. Resale seems to be a growing part of the e-commerce giant’s solution.

Adding Amazon to the mix with resale and the Design Collective broadens the pool of potential buyers significantly; it’s a collaboration that brings something to both sides.

Rent the Runway links with Amazon