Nuuly Expands Reach with Club Nuuly Events Across the U.S.

PHILADELPHIA, PA — Nuuly, a clothing rental platform owned by URBN, has embraced a grassroots growth strategy that hinges on word-of-mouth recommendations. Julia Piccone, Nuuly’s senior director of marketing, stated that modern consumers consider social media influencers as their friends, which led to the creation of Club Nuuly.

The ambassador program, launched in 2023, offers creators with over 2,000 followers free access to Nuuly’s services, promotional gift cards, and more. With approximately 100 active participants each month, Club Nuuly has successfully engaged its members by organizing real-life (IRL) events throughout the country.

“We wanted to bring the communities that these creators have offline and let them host their own events within their existing communities,” said Piccone. Nuuly has strategically expanded its presence beyond coastal cities, hosting events in Atlanta, Raleigh, Dallas, and Portland. “The South is a fast-growing market for the company,” she added.

In fall 2024, Nuuly collaborated with micro-influencers to host four events, providing budgets and creator fees. Last August, an influencer with 10,000 followers organized a Matcha Meet-Up at a Washington D.C. cafe, offering custom drinks and free Nuuly subscriptions to attendees. Similarly, another influencer in Los Angeles hosted a brunch where guests styled each other’s outfits.

“These events help us connect with our audience and come across as more relatable than traditional influencers,” Piccone said, emphasizing the importance of community engagement. Recently, Club Nuuly member Alice Antoine organized a bouquet-making event where attendees interacted and shared information.

Nuuly also partnered with well-known influencer Ella Emhoff for a workshop event in Brooklyn that attracted 100 attendees, showcasing the brand’s commitment to building meaningful connections with customers.

The impact of these events is notable, with a reported 53% year-over-year growth in subscriptions in late 2025, bringing the total to over 300,000 members. As Nuuly continues to innovate its marketing approach, it has proven successful in creating community-driven experiences.