Reimagining What Wedding Dress Rental Can Look Like

Laine London is changing the traditional bridal shopping experience with a rental model unlike anything else in the industry.

Based in Atlanta, Laine London offers more than 200 designer wedding gowns for rent, with
personalized fittings and alterations included. Brides can choose their gown, reserve it for their wedding date, customize the fit and return it after the celebration — bringing the benefits of the rental economy to an industry traditionally built around one-time purchases.

“We are the only place in the United States where you can rent a designer wedding dress and get it customized to you,” says Lundyn Carter, Owner of Laine London.

But creating such a unique business model meant Lundyn needed systems capable of
supporting it.

“It was extremely difficult when I started Laine London to really find the systems that would allow me to do what I had envisioned in my head.”

Looking Outside the Bridal Industry for a Better Rental Model

Because Laine London was building something different from a traditional bridal boutique,
Lundyn quickly realized she couldn’t limit her search for technology to the wedding industry.
Instead, she started studying businesses built around rental.

“One of the things that I did when I started the company was look at other industries that did
some type of rental,” Lundyn explains. “I was looking at car rental companies, and then
eventually came over to tractors and things like that where it’s a very high price point and it can’t just be sitting idle.”

That shift in perspective ultimately led her to MCS Rental Software.

The connection made sense. While a designer wedding gown may be very different from a
piece of construction equipment, the underlying business challenge is surprisingly similar: a
valuable rental asset needs to be available to the right customer at the right time while
generating as much value as possible throughout its lifecycle.

“And then that’s when I came across MCS.”

Finding Rental Software That Could Adapt to a Different Industry

Laine London became a very different kind of MCS customer.

“While we are MCS’s first — and I think only — wedding bridal company, I saw almost
immediately how they were just completely different than any of the other companies that I had looked at,” Lundyn says.

Rather than trying to force Laine London into a traditional bridal software model, Lundyn saw an opportunity to apply established rental management principles to her own business.

MCS gave Laine London a system designed around managing rentals and valuable assets —
while giving the business the flexibility to apply those tools to an entirely different type of
inventory.

“I saw almost immediately how we could be able to leverage their services for Laine London.”

Bringing Rental Thinking to Bridal

Every Laine London gown represents a significant investment.

Unlike a traditional bridal boutique, where a dress is sold once, Laine London’s model is
designed around getting more life and value from each designer gown while creating a highly personalized experience for every bride.

A gown must be reserved for the correct wedding date, prepared for fittings and alterations,
picked up for the rental period and returned so it can be professionally cleaned and prepared for its next bride. Laine London currently includes three fittings with its Perfect Fit alterations
service and allows brides to keep their gown for a seven-day rental period.

Behind that beautiful customer experience is a rental operation with plenty of moving pieces.

For Laine London, finding software built around the fundamentals of rental provided the
operational foundation needed to support a completely new way of approaching bridal.

More Than Software: Finding a Team That Works With You

For Lundyn, one of the biggest differences with MCS has been the people behind the product.

Implementing technology for a business model as specialized as Laine London requires more
than finding software with the right functionality. It requires a partner willing to understand how the business operates and work alongside its team.

That partnership is a major reason Lundyn would recommend MCS to other rental businesses.

“I would absolutely recommend MCS and would definitely say, if you’re looking for a product that works but also a team that works with you, I would highly recommend them.”

Making a Unique Rental Vision Possible


Laine London demonstrates how far the rental model can extend beyond traditional rental
sectors.

From tractors and construction equipment to designer wedding gowns, rental businesses
ultimately face many of the same questions: Where is an asset? When is it available? Who has it next? And how can the business make the most of a valuable item rather than allowing it to sit idle?

For Lundyn, looking beyond the bridal industry helped her find the systems capable of
supporting the company she had envisioned from the beginning.

And with MCS, Laine London found both the rental technology and the team to help bring that vision to life.

Ready to Elevate Your Rental Business?

Whether you rent equipment, specialist assets or something entirely different, the right rental management system can give you the visibility and control you need to make better use of your inventory and grow with confidence.

Connect with our expert team to discover how MCS Rental Software can support your unique
rental operation.