Armarium

About Armarium

Armarium was an omnichannel luxury fashion rental platform founded in 2016 by Trisha Gregory and Alexandra Lind Rose. The company aimed to provide access to high-fashion, current-season runway pieces from coveted brands for special events, a market segment distinct from broader subscription models. The founders, both fashion industry veterans, identified a gap for consumers to borrow statement pieces without the commitment of purchasing. Gregory had a background in public relations at Salvatore Ferragamo, and Lind Rose was a fashion designer.

The business operated through an e-commerce website, an invite-only mobile app, a New York City showroom, and global pop-up shops in affluent locations like The Hamptons and during events like Art Basel Miami. A key feature of its service was the "Style Brigade," a network of professional stylists that clients could hire to create looks. The platform also innovated with partnerships, such as a collaboration with Net-a-Porter to allow clients to purchase items to complete their rented outfits, and the development of a virtual styling bot called the 'ARMIBOT'. Armarium targeted both High Net Worth (HNW) individuals and High Earners, Not Rich Yet (HENRY) women. The company secured approximately $5 million in funding from investors including Tommy Hilfiger and C Ventures Fund.

Despite its unique market position and initial growth, Armarium ceased operations on March 7, 2020. The company struggled with the high operational costs and complex logistics inherent in the rental business, such as international shipping, dry cleaning, and courier services. In a final communication, CEO Trisha Gregory stated that the company was "a little too early to scale to the next level in this challenging retail environment."