May 25, 2024


Youth trendy style

Singapore pair redress Southeast Asian manner rentals

When partner and spouse Chris Halim and Raena Lim observed an possibility to redress sustainability problems in the manner business, they wanted to do so in style.  

And the duo guiding clothes rental app Fashion Concept certainly don’t do issues by halves. 

“We did put in like $40,000,” the couple, who quit their work to take their start out-up complete time, explained to CNBC Make It.

“Honestly, we don’t know regardless of whether we are foolish or courageous.”

Obtaining the correct fit

Lim and Halim are the co-founders of Fashion Idea, a Singaporean manner rental platform that allows subscribers to loan unlimited items for a flat monthly rate.

The SoftBank-backed start out-up these days boasts much more than 200,000 registered people across Singapore and Indonesia and offers an inventory of 50,000 clothes and additional than 2,000 bags. 

But when ex-Goldman Sachs banker Lim and expert husband Halim bought the notion for the company back in 2016, it was in reaction to a quite popular conundrum — having very little to don.  

Raena Lim and Chris Halim, the partner-and-spouse duo powering Singaporean dresses rental platform Type Principle.

Design Idea

“The ‘aha’ instant arrived when Chris actually questioned me and he’s like ‘why is it you have so quite a few clothing and you happen to be generally complaining that you have almost nothing to use?’,” recalled main functions officer Lim.

“For anyone who came from a finance background, making use of logic and mathematics, it just out of the blue felt like wow, that’s definitely a very illogical response that I have to fashion,” she reported.

Styling it out

We started off with a waitlist first, so we had sufficient selection of clothes and plenty of potential.

Chris Halim

co-founder and CEO, Model Principle

That inefficiency has spawned a host of new clothing rental platforms looking for to fulfill conscious consumers with a guilt-free of charge choice to speedy trend. 

Pioneered in 2009 by U.S. platform Rent The Runway, the circular trend field has bloomed more than the past 10 years, inspiring other brand names these types of as My Wardrobe HQ in the U.K. and GlamCorner in Australia. Yet, the logistical issues of Southeast Asia made it a challenging marketplace to crack. That led newbie entrepreneurs Lim and Halim to adopt a exam-initial tactic.  

“We started off with a waitlist first, so we had sufficient number of clothing and enough ability for buyers,” reported chief government Halim. “As the consumers arrive in, we are either confirmed ideal or confirmed erroneous and then we constantly iterate from there.”

Adopting a information-driven method

The couple’s knowledge-pushed solution noticed them change from owning all the stock in-property to a consignment product in 2019. 

Beneath the new structure, Style Concept retains stock on behalf of designers and people, having to pay them each and every time an product is rented. The company then usually takes a reduce of the $95 unrestricted month-to-month membership price for the management, courier and cleaning of goods. 

Trend rental platform Type Theory retains inventory on behalf of designers and men and women, shelling out them every time an product is rented.


That mind-set, in switch, has captivated investors, including SoftBank, Alpha JWC Ventures and Indonesian genuine estate organization the Paradise Team, which have invested all-around $30 million in the company.

“The difficulty that they are resolving is definitely for the end users and, in this case, a large amount of female people. But this also delivers solutions (to) the suppliers or designers to be capable to reach this goal current market in a additional direct fashion,” Jefrey Joe, handling associate at Alpha JWC Ventures, advised CNBC Make It.

A fashionable market

This circular fashion market is large adequate to produce at minimum a unicorn from Southeast Asia.

Jefrey Joe

running partner, Alpha JWC Ventures

Significantly of that development could be led by Asia-Pacific, exactly where the fairly nascent apparel rental marketplace is ripe for disruptive players like Style Concept. According to sector investigate company Research Nester, the area is forecast to account for pretty much a quarter (22.14%) of the all round current market inside of six decades.

“The sector size of this segment is nevertheless little … (but) we also see big probable,” reported Joe. “This circular manner marketplace is huge ample to produce at minimum a unicorn from Southeast Asia,” he said, referring to start out-ups with a valuation of $1 billion.

Pivoting in the pandemic

The duo aims to capitalize on that opportunity by tailoring their offering to the distinct requires of customers in Asia. That includes curating clothing to match local cultures and climates, as effectively as providing collection companies and own styling in pop-up suppliers.

Nonetheless, the outlook for the trend industry is not with out challenge. The onset of the pandemic in 2020 struck a blow to vendors, denting income and shuttering shops. In the meantime, with social engagements canceled and hygiene taking a priority, apparel rental was hit hard. 

Type Concept released its resale company in 2020 in reaction to switching purchaser patterns amid the pandemic.

Design and style Theory

“The pandemic is probably the most tough time for us as a enterprise,” claimed Halim, whose business enterprise has until now only recovered 75% of pre-pandemic buyers.

“But it also introduced a ton of opportunities. The most remarkable 1 for us was actually fashion resale,” he continued, citing a assistance that will allow customers to get and market pre-made use of goods. “(We) officially introduced the system last 12 months, and had been in a position to mature that organization 10x in like 12 months.”

A timeless selection

Continue to, the founders are self-confident manner rental is no fad. 

In its five a long time, they say Design Concept has facilitated extra than 2.3 million rentals and saved extra than 600,000 preloved designer merchandise from prematurely getting into landfills. 

In essence, the business enterprise is a newborn for us.

Chris Halim

co-founder and CEO, Design Concept