The fashion rental industry is experiencing a renaissance, and at the forefront of this transformation is BNTO, an innovative AI-powered “omni consumption” subscription platform that’s redefining how consumers interact with fashion. Founded by CEO Sixuan Li and her team, BNTO represents a paradigm shift from traditional ownership models to flexible access-based fashion consumption.
How BNTO Works: The ALMA.AI Advantage
BNTO operates on a groundbreaking foundation built around ALMA.AI, its proprietary full-stack vertical AI solution that sets it apart from competitors in the rental space. The platform functions as more than just a rental service. It’s an intelligent ecosystem that uses real-time inventory and user behavior data to optimize what to offer, how to offer it, and at what price point.
The system works by unifying inventory across all consumption modes: rental, resale, and new purchases, creating what the company calls “omni consumption.” This approach allows BNTO to flexibly match products to demand in the most efficient and personalized way possible. Users can rent six items monthly starting at $98, with the option to purchase favorites at up to 75 percent off retail prices.
BNTO notes that its platform uses advanced inventory and user insights to make smarter decisions on offerings, accessibility, and pricing, allowing the technology to adapt to demand and preferences in real time
Ownership and Corporate Structure
BNTO operates under the umbrella of VIAVIA, a video-first online fashion retailer that has raised $19.15 million in funding, including a recent $10 million Series A round. The company is led by CEO and Co-founder Sixuan Li, alongside Co-founders Anna Volpi, Luigi Caccia, and Andrea Pasinetti. The startup is backed by leading investors, including New Enterprise Associates (NEA), AI Fund, and Basis Set Ventures.
Benefits for Consumers: Access Over Ownership
BNTO responds to a fundamental shift in consumer behavior, especially among Gen Z and millennial shoppers who are moving toward access rather than ownership. The platform provides a range of valuable features:
Financial Flexibility: Subscription plans begin at $98 per month for six items, making premium fashion more attainable. Monthly users also receive $20 in bonus credits, which can be used on rental purchases.
Sustainable Fashion Consumption: By facilitating both rental and resale, BNTO reduces fashion waste and overproduction while expanding access to sought-after global brands, aligning with increased awareness of environmental impacts and sustainability goals.
Personalized Experience: BNTO’s AI acts as a personal stylist, delivering tailored fashion advice and inspiring users to discover new styles. The technology has been built from the company’s extensive product catalog, item imagery, community Q&A, and expert stylist input.
Convenience Features: Users benefit from no late fees, complimentary shipping and returns, professional cleaning, and flexible options to pause or cancel their subscriptions whenever needed.
Applications for Sellers: The VIAVIA Connection
BNTO’s integration with the VIAVIA ecosystem offers unique advantages for fashion brands and sellers. Unlike standard rental platforms that keep retail and rental separate, BNTO accesses the same inventory pool as VIAVIA’s retail operation.
BNTO’s omni consumption approach helps maximize the lifetime value and profitability of every item by enabling inventory to fluidly move between retail, rental, and resale channels according to demand.
For sellers, this creates opportunities for inventory optimization, market testing, broader customer reach, and AI-powered insights into preferences and demand trends.
Future Outlook: Leading the Fashion Rental Renaissance
Prospects for BNTO look exceptionally strong as it continues to distinguish itself in the rapidly evolving fashion rental space. According to Head of Engineering Andrea Pasinetti, “In just a few months, the company has scaled dramatically, driven by an AI-native approach that’s genuinely resonating with users,” he said.
BNTO’s leadership recognizes that today’s consumers, especially younger generations, are embracing flexibility and variety over traditional purchases. Rather than focusing on ownership, many shoppers are choosing services that allow them to enjoy high-quality fashion as needed, reflecting a shift toward on-demand, experience-driven retail. This approach enables BNTO to align with evolving customer expectations and ensures that its platform is well-positioned in a marketplace where access, convenience, and sustainability are increasingly important.
