Robes Rental’s journey from Finland to Silicon Valley with SILTA
Insights|April 29, 2025
This spring, seven new Finnish startups began their SILTA journey in San Francisco – diving into the world’s top innovation hub for a three-month program of growth, learning, and global connections.
We spoke with one of the companies from the previous batch to hear how SILTA has shaped their journey – and what’s next as they take the next step beyond San Francisco. Here’s what Anton Holmberg and Josefina Saini have found out so far.
Please describe shortly what you do, how has the business started, and how has your concept evolved since the beginning?
At Robes, a peer-to-peer fashion rental marketplace, we’re redefining luxury fashion by making high-end pieces accessible at the most affordable prices worldwide. Our journey began with a mission to make luxury fashion both more inclusive and sustainable. Since then, we’ve continuously refined our model – enhancing user experience, optimizing logistics, and expanding our reach nationwide. We are a small yet effective team of six people.
How has the SILTA program supported your growth? Can you share specific ways it has helped, such as networking, funding, or legal matters?
SILTA has been instrumental in our growth, providing us with valuable networking opportunities, mentorship, and insights into funding. Their support in legal considerations has also been highly beneficial as we navigate the complexities of scaling a rental platform globally.
What has been the biggest surprise during your journey? Or biggest success?
The biggest surprise has been how quickly people have embraced peer-to-peer fashion rentals. Our biggest success is seeing users not just renting but also monetizing their wardrobes – turning their personal style into an asset.
What does the future look like to you?
We’re focused on expanding our reach and making renting an effortless, mainstream choice for consumers. International expansion is also on the horizon.
What would you say to other people who are thinking about founding a startup?
Start before you feel ready, and keep your focus on solving a real problem. Surround yourself with people who believe in your vision – your team will make you stronger and better. At Robes, our greatest strength comes from our diverse backgrounds, and we’ve seen firsthand how powerful collaboration can be. Set your ambitions as high as you can possibly imagine, as this will enable you to have the biggest impact on the world. Strive for a balance of continuously seeking the next avenue with the highest growth potential and fiercely executing on these opportunities. Put your customers in the center of everything you do.
Why did you choose a rental model? What makes it both sustainable and scalable?
Renting extends the lifespan of fashion pieces, minimizing waste while maximizing the use of existing garments and making luxury more accessible. It’s a scalable model because it taps into existing wardrobes instead of relying on new production. Renting creates access to the best pieces in the wardrobes, the ones the owners love and are not willing to sell.
What have you learned about consumer behavior in fashion rentals? Have people been open to rent, or have you had to educate the market?
Many consumers are open to renting, but education is key. People need to see how easy, stylish, and sustainable it can be.
What has been the biggest challenge in running a clothing rental business so far?
Unlike reselling, renting is more time-sensitive in that the customer not only needs to decide what to rent but when. For Robes, it is crucial for us to be on top of our users’ mind when they start considering their outfit for their next, special occasion.
What’s been the most unexpected or surprising moment in your journey?
Realizing how much people love the idea of owning less but experiencing more – this mindset shift has been amazing to witness, and we are here for it!
What advice would you give to someone thinking about launching a startup? What’s something you wish you had known earlier?
Embrace iteration and stay adaptable. Your first version won’t be perfect, and that’s okay – what matters is how quickly you learn and improve. Be ready for a long commitment and embrace the grind! The journey and experience of building a startup from the ground up will be life-changing for you.