With events and socializing forced to a halt, early predictions were that the promising London start-ups pioneering the rental model in the U.K. and making strides pre-pandemic were probably not going to make it through.
“I don’t want rental to be a conversation point in 2030; I want it to happen this year and I want there to be big change, because we can’t wait 10 years to solve fashion’s waste problem. The way in which we make change happen now is for Hurr to manage a white label solution,” said Hurr founder Victoria Prew, of her business’ new venture, dubbed Hurr Enterprise. Selfridges is her first client.The Hurr space in Selfridges.
Over the last year, the company had 2 million hits on its own site with people booking their rentals up to four months in advance, while still in lockdown, and driving what she said have been record revenues. A mix of “luxury brands, independents and high street brands” are coming on board, according to Pawlak who also sees the service as “industry agnostic” and able to cater to adjacent industries, be it furniture or beauty.
Having Selfridges on board as a “hero client” means that now the quality of pieces available for rent will also be taken to a new level. For the first time, new-season pieces will be up for rent, as well as men’s wear and the kind of hyped items and capsule collections that have sold out in the primary market — a clear signal to the fashion consumer that “rental is cool” and “the next big thing.
To lure those younger shoppers into renting versus buying something on the high street and wearing it once, the platform is making sure to offer competitive price points across the board — prices for renting an Alessandra Rich gown can start at 147 pounds, while a Ganni dress can be loaned for as little as 30 pounds per day.
Nice collections, I love this❤