In the fast-evolving world of fashion, Nuuly has carved out a unique space—one where sustainability, flexibility, and creativity come together to redefine how consumers curate their wardrobes. As a subscription-based rental platform, Nuuly enables fashion lovers to experiment with style while making more intentional, budget-friendly choices. 

But building a seamless, scalable subscription model requires more than just great fashion—it takes a powerful partner like Recurly to fuel long-term growth and innovation.

Here’s a sneak peek at how Recurly and Nuuly are transforming fashion subscriptions.

A customer-first approach to fashion subscriptions

From the beginning, Nuuly has prioritized an exceptional customer experience. With over 20,000 styles to choose from—including brands from its parent company, URBN—Nuuly allows subscribers to curate fresh, personalized looks every month. But Nuuly’s success goes beyond its curated selection; it stems from a commitment to convenience and customization that keeps customers engaged and coming back.

By partnering with Recurly, Nuuly optimizes its subscription management, making it easy for members to swap styles, manage payments, and rotate their wardrobes as they see fit—without the hassle. With Recurly’s flexible platform, Nuuly has been able to scale efficiently while introducing innovations that elevate the customer journey.

Take their "Check My Return" feature, for example. One of the biggest challenges in the fashion rental space is managing logistics without creating unnecessary delays for customers. Instead of having to wait for returns to be processed, Nuuly lets customers unlock their next shipment the moment UPS scans their return. The result? A frictionless, always-on experience that keeps shoppers happy.

This real-time functionality, powered by Recurly, is just one example of how Nuuly continuously refines its service to meet evolving customer needs.

A partnership powering growth

Behind Nuuly’s success is a strong commitment to balancing customer acquisition with long-term retention. The company’s growth marketing team works diligently to attract new members, but the key to sustained success lies in continuously refining the experience for existing subscribers. Whether it’s optimizing product discoverability, improving logistics, or introducing game-changing features like “Check My Return,” Nuuly keeps customer needs at the forefront.

Recurly plays a pivotal role in supporting Nuuly’s expansion, ensuring subscription management remains seamless while freeing up Nuuly’s team to focus on innovation.

“As our business has grown and the volume has increased, our relationship with Recurly has only strengthened,” says David Hayne, President of Nuuly and CTO at URBN. “We've been able to provide valuable feedback and guidance on the roadmap, sharing what’s critical for our needs. In turn, Recurly has consistently partnered with us, offering thoughtful solutions and support to help us succeed.”

Want the full story?

For Nuuly, growth isn’t just about gaining new subscribers—it’s about keeping them engaged. That’s why their team continuously refines the experience, adding new features and improvements that make fashion rentals easier and more exciting. And as Nuuly scales, Recurly scales with them, ensuring a seamless, secure, and scalable subscription experience every step of the way.

But there’s so much more to the story: how Nuuly and Recurly are rewriting the rules of subscriptions, how they’re driving customer loyalty, and what’s next on their radar.

Want to know exactly how they’re pulling it off? Read the full success story here to uncover more insights, business takeaways, and inspiration for anyone looking to innovate and grow.