<ARTICLE> 5
<LEGEND>
THE FINANCIAL DATA SCHEDULE CONTAINS SUMMARY FINANCIAL INFORMATION EXTRACTED
FROM THE CONSOLIDATED BALANCE SHEETS AND CONSOLIDATED STATEMENTS OF EARNINGS
FOUND ON PAGES 1 AND 2 OF THE COMPANY'S FORM 10-Q FOR THE THREE MONTHS ENDED
MARCH 31, 1998.
</LEGEND>
<MULTIPLIER> 1,000
       
                             
<PERIOD-TYPE>                   3-MOS
<FISCAL-YEAR-END>                          DEC-31-1998
<PERIOD-END>                               MAR-31-1998
<CASH>                                           5,896
<SECURITIES>                                         0
<RECEIVABLES>                                    2,705
<ALLOWANCES>                                       129
<INVENTORY>                                     22,909<F1>
<CURRENT-ASSETS>                                     0<F2>
<PP&E>                                          32,736
<DEPRECIATION>                                  15,505
<TOTAL-ASSETS>                                 213,373
<CURRENT-LIABILITIES>                                0<F2>
<BONDS>                                              0
<PREFERRED-MANDATORY>                                0
<PREFERRED>                                          0
<COMMON>                                           250
<OTHER-SE>                                     160,968<F3>
<TOTAL-LIABILITY-AND-EQUITY>                   213,373
<SALES>                                         13,583<F4>
<TOTAL-REVENUES>                                90,233    
<CGS>                                           11,897<F5>
<TOTAL-COSTS>                                   71,899    
<OTHER-EXPENSES>                                 4,613<F6>
<LOSS-PROVISION>                                     0
<INTEREST-EXPENSE>                                 336
<INCOME-PRETAX>                                 13,385
<INCOME-TAX>                                     5,529
<INCOME-CONTINUING>                              7,856
<DISCONTINUED>                                       0
<EXTRAORDINARY>                                      0
<CHANGES>                                            0
<NET-INCOME>                                     7,856
<EPS-PRIMARY>                                      .32
<EPS-DILUTED>                                      .31
<FN>
<F1>RENTAL MERCHANDISE, HELD FOR RENT.
<F2>BALANCE SHEET IS UNCLASSIFIED.
<F3>ADDITIONAL PAID IN CAPITAL AND RETAINED EARNINGS.
<F4>STORE AND FRANCHISE MERCHANDISE SALES.
<F5>STORE AND FRANCHISE COST OF MERCHANDISE SOLD.
<F6>GENERAL AND ADMINISTRATIVE EXPENSE AND AMORTIZATION OF INTANGIBLES.
</FN>