How We Get The Job Done: Le Tote's Rakesh Tondon

Le Tote's Rakesh Tondon's biggest competition is consumer behavior. How does he convince customers that renting clothes is better than buying them?

Rakesh Tondon

Meghna Rao

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March 19, 2019

For Le Tote’s Rakesh Tondon, the biggest obstacle in building a clothing rental company hasn’t been the competition, or even a crowded market — it’s been changing the perception that apparel can be rented. Tondon says he welcomes competition if it helps shift behavior.

From Le Tote's founding in 2012 to the company's entrance into Y Combinator in 2013, Le Tote has come far. Today, it delivers across 48 states and China. Rakesh shares his thoughts about what he’s built and where he’s going.

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