What Pickle does

Pickle is a peer-to-peer fashion rental marketplace founded in 2022 by Brian McMahon (CEO) and Julia O'Mara (COO), headquartered in New York City. The platform enables individual lenders to list items from their personal closets for rent or resale and lets renters browse, submit offers, and complete transactions directly with those lenders, with Pickle operating the marketplace, logistics, and protection layer. The primary customer base is women aged 18-35 in major U.S. metros seeking affordable access to occasionwear (weddings, vacations, festivals, formal events, date nights), supplemented by Millennial and Gen Z lenders seeking supplemental income from underused wardrobe pieces; the company reports one in four women aged 18-35 in NYC use the platform. The platform hosts 400,000+ items from 2,000+ brands across 40,000+ lender closets, with cumulative rentals of 350,000+ items by early 2026.

The technology stack centers on a web storefront at shoponpickle.com and a native iOS app, integrated with a multi-modal fulfillment network that includes same-day local courier delivery, free in-person hand-offs, and nationwide 2-day prepaid shipping. Notable product components include a peer-to-peer offer management workflow (accept / counter / decline), the Pickle Protection Guarantee covering damage and loss on every rental, curated occasion-based collections (Wedding, Vacation, Birthday), and search/filter capabilities across size, brand, color, price, and delivery options. The platform handles delivery logistics and protection centrally while leaving item cleaning to lenders, an operational split that allows a fragmented peer supply base to scale without centralized inventory.

Pickle monetizes through marketplace commissions on rentals (weekly prices set by lenders and ranging from $5 to $624, typically 10-30% of retail value), transaction fees on buy-now resale purchases, and usage-based revenue from premium same-day delivery and protection upsells. The company operates in New York, Los Angeles, and Miami with planned expansion to Chicago, Dallas, and San Francisco, plus stated international ambitions. To date, Pickle has raised $20 million in disclosed equity across a $8M seed round (October 2023) and a $12M Series A (April 2025), both led by FirstMark and Craft Ventures with Burst Capital and FJ Labs participating; the company reported net revenue quadrupled and MAUs tripled in the year preceding its Series A.

Name

Pickle

Legal name

Pickle

Website

https://shoponpickle.com

Company type

Private

Founded year

2022

Operating status

Operating

Headcount range

11–50 employees

Short description

Pickle is a peer-to-peer fashion rental marketplace where individuals rent, lend, and buy clothing directly from community members' closets, primarily serving women aged 18-35 seeking affordable occasionwear in major U.S. metros.

Ownership category

akta.pro rank

Headquarters

HQ city

New York

HQ country

United States

HQ region

North America

Offices6 records

Markets served

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

Operations, Technology or R&D, Personnel, Marketing or Sales, Supply Chain

Revenue model

1. Marketplace commission on peer-to-peer rentals: Pickle takes a cut of each rental transaction between lender and renter on its peer-to-peer marketplace. Rentals can be booked for 1 day up to 4 weeks, with prices ranging from roughly $5/week to $624/week depending on the item's retail value.
2. Transaction fee on peer-to-peer resale: Pickle also enables users to buy items listed by other closets at fixed buy-now prices (e.g., $175 buy for a $325 retail gown). Pickle earns a transaction fee on these resale transactions.
3. Premium delivery and protection upsells: Pickle offers same-day local courier delivery as a fulfillment option (in addition to free in-person hand-off and prepaid shipping), providing a revenue lever from logistics/fulfillment fees and Pickle Protection Guarantee attached to every rental.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels7 records

Core offering

Pickle operates a peer-to-peer fashion rental marketplace where individual lenders list items from their personal closets and individual renters can browse, offer on, and rent (or buy) those items for occasions such as weddings, vacations, birthdays, festivals, and date nights. The platform supports rental periods of 1 day to 4 weeks at prices typically ranging from $5 to $624 per week, and includes a Buy-now option alongside Rent on many listings. Pickle handles delivery logistics (same-day local courier and 2-day nationwide prepaid shipping) and item protection via the Pickle Protection Guarantee.

Differentiator

Problem solved

Functional benefit

Products and services

• Pickle Marketplace Peer-to-peer fashion rental marketplace with 400,000+ items available from community closets, allowing users to rent clothing directly from individual owners for periods ranging from 1 day to 4 weeks, with prices ranging from roughly $5/week to $624/week.
• Pickle Mobile App Native iOS mobile application available via the Apple App Store, providing on-the-go access to browse, rent, lend, and buy fashion items from the community marketplace.
• Pickle Wedding Shop Curated occasion-based shop featuring approximately 400 wedding-appropriate items including gowns, bridesmaid dresses, and formal attire for wedding guests and bridal occasions.
• Pickle Vacation Shop Curated occasion-based shop featuring vacation-appropriate clothing and accessories including beach wear, swimwear, and resort dresses.
• Pickle Birthday Shop Curated occasion-based shop featuring birthday-appropriate outfits and occasion pieces.

Quantifiable outcome

• 1 in 4 women aged 18-35 in New York City use Pickle
• +4 more outcomes

Named customers4 records

Segments4 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Scale indicators10 records

Recent moves9 records

Expansion highlights6 records

Direct peers

• Tulerie: Peer-to-peer designer fashion rental marketplace with lender-managed listings and authentication built in. Direct U.S. peer with comparable value proposition but smaller scale and footprint.
• Rent the Runway: Subscription-based fashion rental pioneer; competes directly with Pickle for the same occasionwear renter but uses a centralized inventory model versus Pickle's peer-to-peer model. Most-cited benchmark for fashion rental in the U.S.
• ByRotation: UK-based peer-to-peer designer fashion rental app with a similar lender-renter marketplace and offer/counter-offer workflow. Closest international analog to Pickle's model and likely international expansion reference point.
• Armoire: Subscription-based women's clothing rental service focused on workwear and occasionwear. Overlaps with Pickle's renter persona but uses rotating curated boxes rather than a P2P marketplace.

Broad incumbents

• Nuuly: Subscription rental service owned by Urban Outfitters Inc., offering six items at a time from a curated brand portfolio. Competes for the same renter wallet share but operates a centralized inventory model with a parent-company balance sheet.
• Poshmark: Large P2P fashion resale marketplace owned by Naver; not a rental platform, but competes for the same lender supply and renter demand in the circular fashion category and has the scale and capital Pickle lacks.
• Vinted: Europe's largest P2P fashion resale marketplace with tens of millions of users. Adjacent business model and overlapping lender demographics; credible threat if it expands into the U.S. or adds rental SKUs.

Emerging players

• Depop: P2P fashion resale marketplace popular with Gen Z; Etsy-owned. Competes for the same lender supply among younger demographics but is resale-only and lacks Pickle's rental and same-day courier layer.
• Le Tote / Lord & Taylor: Subscription clothing rental service for women and children; smaller scale than Rent the Runway but addresses the same occasionwear-plus-everyday use cases Pickle targets.
• Gwynnie Bee: Subscription plus-size clothing rental service; niche overlap with Pickle's renter persona but specialized on size-inclusive inventory and subscription rather than P2P marketplace model.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/shop-on-pickle
• Instagraminstagram.com/shoponpickle
• TikToktiktok.com/@shoponpickle
• Xx.com/shoponpickle

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds2 records

Investors4 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Pickle