Mama Rentals has quickly emerged as a standout in Australia’s maternity rental space, redefining how women shop for pregnancy, postpartum, and occasion-wear in an era where circular fashion is forecast to surpass $1.1 billion globally by 2026. By combining sustainability, inclusivity, and seamless convenience, Mama Rentals is providing thoughtful solutions for both consumers and the environment—cementing its role as both a fashion platform and purpose-driven brand.
How Mama Rentals Works
Founded in 2017, Mama Rentals operates as an online platform that allows customers to rent size-inclusive, designer maternity and family dresses for photoshoots, baby showers, weddings, or any milestone occasion. Shoppers simply browse an extensive, curated collection online, select their rental dates, and book for their preferred period. Dispatch happens daily via express post nationwide, and all packaging is 100% compostable.
When the rental period is over, returning is effortless: customers drop the dress—no laundering required—into a prepaid satchel at any Australian Post, and Mama Rentals handles the eco-friendly cleaning. The company boasts a unique “try on before you hire” service, so customers can select their favorite fit in advance.
Ownership and Leadership
Mama Rentals was founded and is still independently owned by Alice Huang, a Sydney-based entrepreneur and environmental advocate. From the outset, Huang’s vision focused on empowerment and sustainability. Mama Rentals started with one mission: to make every mama look and feel beautiful for less, without the negative impact on our environment.
Operating from the Northern Beaches in Sydney, Mama Rentals has grown into Australia’s largest zero-waste maternity dress hire business—with a range that covers all shapes, sizes (AUS 4-24), and even extends to menswear and children’s outfits for full family styling.
Consumer Benefits
Consumers turn to Mama Rentals for a premium, inclusive experience. Renting is up to 80% less expensive than buying new, eliminates storage and cleaning burdens, and offers access to rare or sold-out slow-fashion labels. Every customer enjoys a personalized touch—handwritten cards, responsive support, and detailed style advice have helped Mama Rentals earn more than 850 five-star reviews on its website.
Eco-conscious parents also appreciate that every package is compostable, and the business runs on solar power with carbon-neutral shipping, making the platform “100% zero waste”. A customer review sums up the impact: “Alice is conscientious about sustainable business practices and provides amazing recycling options with the delivery packaging to reduce our impact on the environment”.
Applications for Sellers & Suppliers
Beyond serving expectant mothers, Mama Rentals works directly with designers, brands, and private owners. Dresses are sourced through partnerships with slow-fashion and designer labels, as well as individuals looking to consign, earning a commission-based payout. All garments go through in-house eco-friendly cleaning, repair, professional photoshoots, and careful storage to extend their lifecycle while ensuring consistent quality. This business model allows both brands and owners to monetize beautiful dresses sustainably—turning single-use fashion into long-term value.
Future Outlook
The future looks bright for Mama Rentals, especially as consumer demand for rental options continues to surge. The business has won the Australia Post Sustainability Impact Award and was recognized in 2023 and 2024 as a Highly Recommended Rental Business. Mama Rentals plans to further innovate with reusable packaging, extend its range (including casual and event offerings), and foster even deeper connections with the slow fashion movement.
Driven by its values, the company is not just responding to trends, but shaping them—a growing force in reducing waste, maximizing value, and celebrating mothers every step of the way.
