Rent the Runway partners with Google Cloud

E-commerce platform Rent the Runway has migrated its entire IT infrastructure and platform to Google Cloud to meet the "growing needs of its business".

The online platform said the move will enhance the experience for its customers with improved platform reliability, whilst also aligning infrastructure to business needs.

Rent the Runway added that the move to Google Cloud would also deliver its workloads and applications across Google’s global network and regions.

The online platform, which allows users to rent, subscribe, or buy designer apparel and accessories, launched in November 2009 and has seen sales climb as the circular economy took hold, with the brand reaching more than 2.5 million lifetime customers.

Rent the Runway added that the move to Google Cloud will also enhance its sustainability pledges, as the business is now running on Google Cloud’s carbon-neutral infrastructure.

A Rent the Runway spokesperson commented: "At Rent the Runway, we pioneered a new business model for fashion rental and subscription. At the time, the appropriate off-the-shelf technology did not exist. So, we created the technology to enable fashion rentals and reverse logistics to power the business.

"Traditional hosting didn’t provide the agility we needed for scaling over the long term, but the ability to quickly spin up new service instances and supporting technology did. Moving to Google Cloud enables us to spread our software assets across a broader array of physical hardware and increase our overall availability.

"The elastic nature of the technology ensures we’re only using the resources required to run our business. Google Cloud has superior efficiency and shares our commitments to decarbonisation through 100% renewable energy and waste diversion."