Subscription services supply clothing rentals for kids

Gen Y parents are raising their children not to be too materialistic; more than 80% in the U.S. and UK say would rather give their child a cool experience than a cool product. Though they’re limiting the number of toys and outfits they buy for their kids, they’re still shopping, and new subscription services are making it easier to provide the necessities without overabundance.


Much like men’s clothing rentals arose from a need for special occasion ensembles that aren’t worn often, kid’s clothing subscriptions were sparked by a similar necessity: children grow too quickly to wear the same outfits for long. Rockets of Awesome, which recently raised $12.5 million in funding, offers parents a solution for this by sending a box of clothing every season, each containing 12 pieces that can be kept or returned. Alongside having Gwyneth Paltrow as an investor, the company differentiates itself from competitors by making its own clothing at a more affordable price point.


Seasonal boxes from Kidbox take a child’s individual style into account. Each delivery is curated based on input from the parent, a Kidbox stylist, and an algorithm to select six or seven on-trend, brand-name pieces of clothing for children and tweens. Items in the boxes, which also may contain fun or educational surprises, can be kept or returned within a week. If a family keeps the entire box, the company donates an outfit to a child in need. Gen Ys seek out brands that give back, with 84% saying that donating a percentage of proceeds to charity is an important factor when deciding to purchase products.


Subscription service Runchkins aligns with the modern resale economy, in which 40% of Ys having bought or sold items using an online resale tool. The company targets parents of newborns to six-year-olds, allowing them to directly purchase a subscription, gift a subscription, or create a wish list to send to friends and family on their child’s behalf. After kids grow out of the clothing, parents can sell it back to the company for store credit. Once Runchkins has amassed a steady supply, it then sells gently used clothing or donates more worn items to charity.