Boohoo Group-owned apparel retailer Warehouse is the latest in the industry to offer fashion for rent.
The business, which was acquired by Boohoo in the summer of 2020, has partnered with specialist fashion for rent platform, Hirestreet.
The move means four Boohoo brands are now working with Hirestreet. Misspap, Oasis and Boohoo, via a Kourtney Kardashian collection, are all offering fashion for hire as a result of a tie-up with Hirestreet.
Rental fashion is being adopted by many UK high street brands as a route towards more circular practices, supporting their moves to become greener businesses and shift the emphasis away from so-called fast fashion which experts argue has encouraged a ‘throwaway’ culture in society.
Other major retailers to have launched fashion for hire with Hirestreet, which is supported by the development of its Zoa Rental technology platform, include Marks & Spencer, River Island, and French Connection.
Commenting on the Hirestreet deal, Warehouse fashion director Lizzie Dawson said: “As one of the leading fashion resale platforms, specialising in occasionwear, it’s a natural fit for Warehouse and we’re looking forward to the partnership developing and for our customers to have the opportunity to rent Warehouse pieces including sold-out web styles for their special occasions.”
Hirestreet managing director & founder, Isabella West, remarked: “Launching another iconic British fashion brand onto Hirestreet is a hugely exciting start to 2023, and the sign of things to come in the year ahead as we continue driving the fashion rental revolution.”
She added: “This rental collection is highly-data backed, it has been curated based on thousands of customer-data points, and we are really optimistic about it’s potential.”
Other specialists enabling retailers to offer fashion for hire include My Wardrobe HQ and Hurr, which typically help support more premium and luxury companies launch their own rental services.
[Image credit: Green Retail World]