Armarium: more sophisticated luxury item rental app

High fashion for a fraction of the price. A new app is making it easier than ever for women to get their hands on hard to find luxury pieces, and they have a showroom here in New York.

If you've heard of Rent the Runway, consider Armarium its older, more sophisticated cousin.

Can't afford to buy luxury brands but willing to pay to borrow them for the weekend?

Don't have enough closet space for outfits you're only going to wear once?

Maybe you just had a baby and can't get into anything you own quite yet?

Armarium wants to help.

The on demand luxury app, based in New York, lets women loan designer pieces for a fraction of their retail price.

Trisha Gregory, CEO & Co-Founder of Armarium, says they wanted to give more women across the United States access to amazing statement pieces that are usually only afforded to VIPs and Fashion Insiders.

Alexandra Lind Rose, Creative Director & Co-Founder of Armarium, says they also wanted to offer the opportunity for women to experience new young designer brands and luxury brands that maybe need a little more exposure in the American market.

Gregory, the former PR director at Salvatore Ferragamo, and Lind Rose, a former fashion designer, were both shopping the concept when they decided to join forces and create The Armi.

Lind Rose explains that Armarium is a Latin word for a place where precious things are kept.

She and Gregory launched Armarium with a holiday pop-up shop at the Saint Regis last November.

This week, they kicked off a new partnership with Missoni and their latest pop-up shop at Baron's Cove in Sag Harbor. They'll be there serving Hamptonites through the end of July.

The Armarium app opened to the public on June 1st, welcoming thousands of women who were already on the waitlist.

Download the app, shop clothing and accessories from more than 45 brands, chat with a stylist about fit, then book a 4-day rental for 10-20% of the item's actual cost.

Gregory says their average price point is around $450, so their customer is someone who has likely grown out of Rent the Runway.

Maybe it's someone who has adopted the shared economy.

Gregory says Rent the Runway paved the way there, but Armarium is also attracting a new customer.

And they're well aware of who that customer is.

Gregory describes the Armarium woman as socially active, highly sophisticated in her style choices, but maybe unable to afford designer brands to wear regularly.

Armarium gives her access.

The brand has a showroom on 52nd Street and 5th Avenue where women can see pieces in person and work one-on-one with an in-house stylist.

They also have a Style Brigade of freelancers, available for hire across the country.

I was struggling to find the right dress for an outdoor wedding on a golf course in Minneapolis and Lind Rose jumped right in to help.

She pulled a cape-back 3/4 length mint green dress from Madiyah Al Sharqi, a bohemian chiffon slip dress from Alberta Ferretti, and a sequined dress from Prabal Gurung.

After trying a couple of looks, we landed on a winner from Novis, a colorful New York City brand that I'd never heard of and I knew no one else would be wearing.

Armarium handles shipping, returns, and dry cleaning.

They'll also ship your clothes to your destination, if you're traveling, so you don't have to pack them.

They even allow minor alterations to make the clothes fit just right.