The Fitzroy, based in Toronto, stands as a trailblazer in Canada’s online dress rental sector, delivering luxury style, sustainability, and convenience for customers and sellers alike. By offering an expansive, meticulously curated inventory of designer dresses, jumpsuits, and accessories, The Fitzroy has set a new benchmark for what formalwear rental should be in the sharing economy era.
How The Fitzroy Works
Customers begin their experience on the Fitzroy website, browsing hundreds of cocktail, gala, and bridal styles sourced from global designers. The platform operates a two-way rental system: customers either drop into the Toronto showroom to try on pieces with help from knowledgeable stylists or order online for easy shipping Canada-wide. No appointments are needed—walk-ins are always welcome—and customers may try on as many pieces as they want, only paying for what they rent.
Rentals range from $100–$150 for a four-day period, inclusive of dry cleaning and curated accessories. After the event, customers simply pack up the garment in the provided shipping package and drop it off, with all logistics and cleaning handled by The Fitzroy. This process eliminates sizing guesswork, high costs, and post-event garment care stress. According to co-founder Julie Kalinowski, “We loved the idea of being able to help people feel and look their best for all the important occasions in their lives and relieve the stress of trying to find something perfect to wear.”
Ownership and Company Background
Founded in 2016 by lifelong friends Julie Kalinowski and Angela Pastor, The Fitzroy was launched to address the wasteful patterns of fast fashion and garment over-consumption in Canadian retail. The duo leveraged their prior retail experience to curate a rotating inventory of brand-new designer dresses, jumpsuits, and accessories that women actually want to wear—transforming the philosophy of “buy once, wear once” into “rent, love, and return”. The Fitzroy remains privately held and locally managed, with its mission rooted in sustainable alternatives, community engagement, and industry education.
Benefits for Consumers
- Sustainable Variety: Customers access hundreds of on-trend designer styles for any occasion, minimizing waste and maximizing wardrobe options
- Ease and Affordability: The Fitzroy’s all-inclusive pricing and walk-in policy make rental simple and accessible.
- Professional Guidance: Walk-in fittings allow for expert stylist advice, fitting support, and flexible service.
- Zero Hassle Returns: Dry cleaning and shipping are part of the package—naturally stress-free.
The Fitzroy’s process is described by a recent user: “I walked in, tried on three dresses, and walked out with my dream dress to wear for my event… Sustainable fashion never felt so glamorous!”
Application for Sellers
The Fitzroy actively collaborates with Canadian designers, international brands, and local boutiques to maintain fresh inventory and drive sustainable fashion business. Sellers benefit from brand exposure and commission-based partnerships, leveraging The Fitzroy’s logistics, customer network, and marketing reach.
The company also employs expert stylists and brand consultants to provide guidance in garment selection, event styling, and customer experience, continually strengthening its position as more than just a rental site—a true style destination.
Future Outlook
Canada’s online clothing rental market is forecasted to expand steadily, fueled by growing consumer awareness of sustainability, rising demand for affordable high fashion, and mainstream adoption of sharing platforms. With expanding virtual services, new designer partnerships, and educational outreach about slow fashion, The Fitzroy is poised for rapid growth and continued leadership.
Kalinowski and Pastor’s business philosophy fully aligns with the evolving market: “It was a win-win concept for us to be a more sustainable business, economical for the client, and a way to have more variety without guilt.
