La Más Mona

La Más Mona was a Spanish startup that operated in the fashion rental market, founded in 2012 by Polo Villaamil, alongside co-founders Antonio Mollinedo and Angie Ibarra. Villaamil, a former racing driver with a degree in Business Administration and an MBA, transitioned into entrepreneurship after his banking career in London was cut short by the economic crisis. His background in competitive racing and business provided a unique foundation for navigating the fast-paced startup world.

The company's core business was renting designer dresses and accessories for special events, targeting women who sought high-end fashion without the investment of purchasing. The business model was straightforward: customers could rent items for a fraction of the retail price, typically for 4 or 8 days. In a strategic expansion, La Más Mona introduced "LMM Daily" in 2020, a monthly subscription service for everyday wear, offering plans that allowed subscribers to rent two or four items per month. This move aimed to embed the rental habit into customers' daily lives, aspiring to become the "Netflix of fashion".

A further development in its business model was a peer-to-peer rental service, allowing users to list their own designer items on the platform and earn 35% of the rental price for each transaction. The company also ventured into the B2B space, developing a service for brands wanting to launch their own rental platforms. La Más Mona operated through its online platform and physical stores in several Spanish cities, including Madrid, Seville, and Valencia. Over its lifetime, the company secured approximately $1.04 million in funding over five rounds from investors such as Wayra, Civeta, and the Pinama group. It also received a convertible loan from fashion giant Mango as part of its startup accelerator program in 2023. Despite its efforts to innovate and adapt, the company was significantly impacted by the COVID-19 pandemic, which led to a sharp decline in social events and, consequently, revenue. After a period of strategic rethinking, La Más Mona ceased operations and entered into liquidation in early 2024.

Keywords: fashion rental, clothing rental, designer dress rental, subscription box, circular fashion, collaborative consumption, peer-to-peer fashion, accessory rental, event wear, B2B fashion services, Polo Villaamil, Wayra, Mango StartUp Studio, fashion tech, e-commerce, Spanish startup, Madrid, sustainable fashion, shared economy, occasion wear