Fashion retailer Gant has launched party season rentals in its London Regent Street flagship store, and online via a new partnership with Hurr.
The retailer said the service in Regent Street offers customers an assortment of autumn/winter 2023 pieces to rent for a period of up to four days. Gant Rental is part of the ‘7 Rules by GANT’ initiative, which has been developed to encourage consumers to establish a longer-lasting relationship with their garments.
Since 2020, Gant has rolled out several rental collections via its flagship stores around the world. This time, the party season rentals are accompanied by a dedicated online offering too, supported by specialist clothing hire platform, Hurr.
The Hurr team built a custom white label rental solution for Gant, meaning it integrates into the fashion retailer’s website while also having its own Gantrent.co.uk URL.
Oliver McQuitty, product director at Hurr, said on LinkedIn: “Offering rental provides sustainability benefits and opens the door for new audiences to experience Gant’s timeless, high-quality style.
“The fashion rental space is exploding as both brands and consumers embrace the access economy. Gant Rental puts this iconic brand at the forefront of rental innovation.”
Party season rentals via the Regent Street store can be procured for up to four days at a fixed price of £25 per item.
Online via the Hurr-powered website, consumers can select items for longer periods – up to 30 days. Prices also vary online and rental products are not stocked at a set fee.
In 2020, Gant launched its first rental offering in the UK, which comprised ten pieces available in its Regent Street flagship and at least one of its stores in each of international territories. Rental periods were three days and charged at 20% of the retail price, with consumers given the option to pay the remainder of the price to keep the item.
[Image credit: Green Retail World]
