RENTAL POP-UP: Los Angeles women can use Rent the Runway virtually, but for a short time they’ll be able to use the dress and accessory rental service in person as well. Rent the Runway is opening its first pop-up shop at the Andaz West Hollywood hotel from Feb. 11 to 13. The temporary shop will offer a limited selection of Rent the Runway’s more than 25,000 dresses from 150 designers, and among the brands participating are Nicole Miller, Badgley Mischka, Milly, Trina Turk and Robert Rodriguez.

In Los Angeles, where Rent the Runway doesn’t yet provide same-day delivery, the shop will offer local customers instant gratification for their Valentine’s Day outfits. Rent the Runway is selling tickets to the pop-up through Gilt City for $10. For Rent the Runway, the goal is for the fleeting shop to build brand awareness in Los Angeles, where the company doesn’t currently have operations on the ground.

This story first appeared in the February 1, 2012 issue of WWD. Subscribe Today.

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