Chic by Choice is a one-of-a-kind hire platform that allows women to access designer dresses, at 90% off retail price. The website offers customers the best choices from today’s fashion, without the anxiety of investing in a garment they eventually only wear once. This Business Model has already proven to be a success in the US. With more than 3 million members and annual sales over of 40 million, Rent the Runway shows outstanding growth rates. Our thoughtfully curated selection is the outcome of the most discerning elite collaboration with Fashion Editors and upmarket department stores that guarantee style-savvy customers access to the best range of top-end labels. The company aims to target customers between the ages of 24 e 40, which represent more than 20 million women in the Western Europe. In three simply steps, our customers will: answer a StyleProfile at and browse recommended styles or search for another designer dress from our exclusive selection. Select their favourite one, schedule a delivery date and size (a free 2nd size is included); Return is free, dry cleaning and minor repairs are on us. The entire process is highly customized, adjusted to each customer and search filters narrow down choices by trend, color, designer, and body type. The website also features inside tips and ongoing high-fashion content that mimic magazine spreads. Chic by Choice will be launched in the UK, in early May with the relentless goal to help women bring out their best self, at any occasion.