<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 SIX MONTHS ENDED JUNE
30, 1998.
</LEGEND>
<MULTIPLIER> 1,000
       
                             
<PERIOD-TYPE>                   6-MOS
<FISCAL-YEAR-END>                          DEC-31-1998
<PERIOD-END>                               JUN-30-1998
<CASH>                                          23,347
<SECURITIES>                                         0
<RECEIVABLES>                                    2,147
<ALLOWANCES>                                       348
<INVENTORY>                                     31,773<F1>
<CURRENT-ASSETS>                                     0<F2>
<PP&E>                                          37,304
<DEPRECIATION>                                  15,826
<TOTAL-ASSETS>                                 335,838
<CURRENT-LIABILITIES>                                0<F2>
<BONDS>                                              0
<PREFERRED-MANDATORY>                                0
<PREFERRED>                                          0
<COMMON>                                           250
<OTHER-SE>                                     170,093<F3>
<TOTAL-LIABILITY-AND-EQUITY>                   335,838
<SALES>                                         27,574<F4>
<TOTAL-REVENUES>                               193,546
<CGS>                                           24,687<F5>
<TOTAL-COSTS>                                  153,813
<OTHER-EXPENSES>                                10,465<F6>
<LOSS-PROVISION>                                     0
<INTEREST-EXPENSE>                               1,317
<INCOME-PRETAX>                                 27,951
<INCOME-TAX>                                    11,566
<INCOME-CONTINUING>                             16,385
<DISCONTINUED>                                       0
<EXTRAORDINARY>                                      0
<CHANGES>                                            0
<NET-INCOME>                                    16,385
<EPS-PRIMARY>                                      .66
<EPS-DILUTED>                                      .65
<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>