This week’s episode of the videocast Negócios com Impacto, a partnership between CATÓLICA-LISBON and Rádio Renascença, explores the journey of Rent-a-Char, a brand offering rental solutions for women’s special-occasion wear, positioning itself as a more sustainable and conscious alternative in the fashion sector.
Founded five years ago by Carlota Loureiro, an alumna of CATÓLICA-LISBON, Rent-a-Char emerged from the intersection of a passion for fashion, an entrepreneurial spirit, and the need to find the right dress for the right occasion without resorting to the continuous purchase of pieces that end up forgotten in the closet. Initially focused exclusively on dress rentals, the brand’s portfolio is now more diversified, including handbags, hats, accessories, and a ski collection, in addition to more than 400 dresses available in its showroom.
All pieces go through a careful selection process to ensure the brand’s aesthetic identity. The initial stock consisted of items belonging to the founder, acquired over the years or inherited from family members. Today, the collection also includes pieces sourced abroad, commissioned from Portuguese dressmakers, as well as items donated or sold by clients who no longer use them, reinforcing the circular economy logic promoted by Rent-a-Char. The rental process includes booking a fitting session at the showroom, selecting the desired date, and collecting and returning the item on site. Rental prices are fixed and vary only according to the type of item.
Women aged between 15 and 60 seek out Rent-a-Char, driven by economic, sustainability, and convenience considerations. The opportunity to try on a wide selection of dresses in a single space and the reduction of the environmental impact associated with fashion consumption, have been key differentiators: “I notice that clients are very keen to embrace sustainability and prefer to rent rather than buy yet another dress that will sit in the closet,” Carlota notes.
The business has been growing steadily, driven by customer loyalty and word-of-mouth recommendations. Increasing demand is also fueled by partnerships with influencers, brand activations, and collaborations with other brands, while Rent-a-Char continues to work on breaking down the stigma associated with clothing rental. Moreover, although in-person fittings are prioritized, the brand already ships to other cities across Portugal and to international markets such as Spain and Brazil, in order to provide a personalized response to each client. In the past year, Rent-a-Char recorded revenues of €15,000, demonstrating significant growth potential amid rising demand.
In her journey as an entrepreneur, Carlota Loureiro emphasizes the role of CATÓLICA-LISBON in her education. “I learned so much; it gave me a solid foundation to create, maintain, and grow my brand. I had excellent professors, great role models who were fundamental, and above all, the people I met, the friends I made, who help me immensely. I believe it’s essential to be surrounded by good people,” she recalls, highlighting the value of CATÓLICA-LISBON’s networking as a crucial tool in the development of her project. The full episode is available on Spotify and on CATÓLICA-LISBON’s YouTube channel.
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