Marley Alles began her career in accounting, believing her dream was to work at a large company. Once she achieved that goal, however, she found herself thinking, “oh, that’s it?” She began exploring other interests and grew curious about the startup world, devouring podcasts and books while taking notes on topics that captured her attention.
The idea for her business took shape one summer when many of her friends got married. After spending thousands on bridesmaid dresses and bachelorette outfits, she was approached by someone who asked to borrow one of her dresses. She agreed, and that moment sparked a question: “how can this be done on a larger scale?” Alles had a closet full of expensive dresses she would likely never wear again but did not want to sell. That realization led her to create Rax.
She launched Rax earlier this year as a peer-to-peer clothing rental marketplace. The company does not own inventory; instead, users browse listings and connect directly with people who have items to rent. Alles bootstrapped the venture, which allowed her to fully code the app and launch officially. Her first customers were friends and family, with growth continuing through word of mouth. She embraced “building in public,” sharing her journey online to build an engaged audience. The app now has about 5,000 users.
Rax is among the first of its kind in Toronto, similar to services like Rent-the-Runway, New York’s Pickle, or Europe’s ByRotation. Clothing rental, like buying secondhand, has gained popularity as a more environmentally sustainable alternative to constantly buying new fashion. Alles describes it as “driving the circularity of fashion.” What sets Rax apart is its focus on long-term rentals, allowing items to be rented for up to six months, unlike competitors that typically offer daily rentals, which can become costly for extended needs like a vacation or a seasonal winter jacket.
At TechCrunch Disrupt in October, Rax announced its first expansion into the U.S. market. Alles, a longtime fan of TechCrunch, applied for the Battlefield competition and won the top consumer pitch. She was surprised by the win, noting that other companies in her category had vast user bases or millions in funding. She found the experience invaluable, making a point to introduce herself to other founders at their booths and participating in sessions and networking. She cites this as a key lesson learned: the importance of in-person interaction for building community connections.
Now, following Disrupt, the company plans to continue its expansion in New York and begin developing a rental service platform for fashion designers and retailers looking to offer rental options to consumers. Alles states that they have the technology and the audience, and that brands are increasingly seeking sustainable solutions, which companies like Rax can provide. She believes things are improving as people become more aware of their environmental impact.