Recurly, a leader in subscription management, and Nuuly , URBN’s clothing rental service, announced an expanded partnership to integrate a revamped Thrift Shop into Nuuly’s subscription model.
The feature allows subscribers to purchase pre-loved clothing alongside rentals, reinforcing Nuuly’s sustainability goals while leveraging Recurly’s billing platform to streamline operations and retain customers. Key Features of the Partnership Thrift Shop Integration : Subscribers can now buy up to five final-sale items
monthly, shipped free with their next rental. Unlike Nuuly’s discontinued peer-to-peer resale app, the new Thrift Shop curates inventory directly from Nuuly’s stock, ensuring quality and reducing waste.
Partial Order Management : Recurly’s platform supports dynamic billing for mixed rental/purchase orders, enabling seamless customer experiences. Sustainability Focus : The initiative aligns with URBN’s broader eco-friendly strategy, diverting garments from landfills by reselling used items after rental cycles.
Retention and Growth The partnership builds on a collaboration dating to 2019, which has driven 50% YoY growth for Nuuly. According to Recurly’s 2025 State of Subscriptions Report , retention is the top priority for 67% of subscription businesses , making tools like Thrift Shop critical for loyalty.
Joe Rohrlich , Recurly CEO, noted: “Our platform handles billing complexities so Nuuly can innovate. Features like Thrift Shop keep customers engaged, turning rentals into long-term relationships.” David Hayne , President of Nuuly and URBN CTO, added: “Recurly’s adaptability has been key as we scale…
