rental service to their consumers. >> i have my own clothing line, jj's clothing. i use your service and now i'm renting it out easily. >> you'll have jj's rental.com or whatever fancier name you come up with. >> you don't like that name. >> jj's stale box. >> maybe my brand wouldn't work but there are big names that thil they can. >> christine signed up ann taylor, new york and company and express. jim hill is the chief customer experience officer of express. >> the rental model actually makes a lot of sense for a fairly large number of consumers, for them to try new styles, look at new trends that they might want to explore. rental for us has been something we've been looking at for a while and we're excited to launch it. >> christine thinks she'll launch 6 to 12 brands on the platform pretty soon. this is the realization of the dream she set out to accomplish when she launched gwynnie bee.