Pickle opens peer-to-peer fashion rental storefront in NYC

Peer-to-peer rental marketplace Pickle opened on Saturday its first-ever physical store in the heart of Manhattan’s West Village.

Located at 21 8th Avenue, the new store embodies the essence of the Pickle brand, offering a space where customers can rent high-quality apparel and accessories from a community of New York City’s most fashionable.

Pickle’s store will feature a curated and rotating selection of in-demand styles, brands, and accessories sourced from enviable closets across NYC. In-store expert stylists will be on hand to assist customers in finding the perfect rental option for any occasion, both in-store and online. Moreover, the store will also double as a content creation hub.

Founded in 2021, Pickle has gained significant traction in the online space, boasting a community that has grown into the tens of thousands. The hashtag #ShopOnPickle has amassed millions of views on TikTok as users share “get ready with me” videos and personal closet tours. The platform has facilitated the circulation of over 50,000 items through listings alone, with users renting pieces from notable personalities like Kit Keenan and Lauren Wolfe.

The decision to transition from a digital platform to a physical store was driven by the desire to make fashion rental more convenient, valuable, and community-centric.

“As a brand, we’re on a mission to make high-quality items more accessible, circular, and affordable in every community through convenient peer-to-peer rentals,” said Brian McMahon, CEO and co-founder of Pickle. 

“We’ve cultivated a vibrant community, garnered some incredible brand love, and fueled a next-generation category of commerce entirely online. We wanted to bring that all to life in a way that was more tangible. Our store is the physical extension of our digital brand, making it even easier and more dynamic to experience the benefits of connecting our closets with each other.”

The store opening follows an $8 million seed fund investment, which was co-led by FirstMark Capital and Craft Ventures.