How HURR B2B Delivers Seamless White Label Fashion Rentals With End to End Logistics and Analytics

HURR is powering the next wave of circular fashion for the world’s largest retailers and designer labels through a pioneering B2B platform that enables seamless white-label rental solutions. Since launching in 2019 by founder and CEO Victoria Prew, HURR has raised over $10 million to date, secured more than 130 brand and retail partnerships, and delivered triple-digit year-over-year growth as luxury fashion rental moves from niche to mainstream.

How HURR B2B Works

HURR’s SaaS infrastructure allows brands, department stores, and boutiques to launch branded rental or resale services, fully managed by HURR’s end-to-end technology. This includes inventory hosting, listing curation, payment handling, third-party logistics, dry-cleaning, quality checking, delivery and returns management, and deep analytics. Integrations with e-commerce platforms and POS systems let partners go live in weeks, not months.

Retailers can use HURR’s multi-channel model to connect in-store, online, and direct to consumer, while HURR handles all post-purchase logistics. The modular B2B platform has fueled high-profile collaborations—most notably powering rental operations for Net-A-Porter, Selfridges Rental, John Lewis, Flannels, and Matches, and even launching industry-first rental pilots for outerwear labels like Timberland.

Victoria Prew highlights, “I am absolutely convinced that the future of fashion is circular, and we are proud to be at the forefront of this accelerating consumer shift.”

Ownership, Funding, and Brand Expansion

HURR has attracted leading venture investors, including Octopus Ventures, Praetura Ventures, Ascension, and D4 Ventures, and closed $10 million in total funding—including $5.4 million in its most recent round. With this backing, the HURR team of 45+ continues to advance its proprietary logistics stack, expand data services, and automate every step from onboarding to cleaning.

Victoria Prew, a recognized expert in the circular economy, notes, “In the UK alone, customers spend £2.7 billion on outfits they wear just once while more than $400 billion of clothing is discarded across the globe each year.”

Benefits for Brands and Retailers

• Revenue Resilience: Brands introduce new recurring revenue streams through rental and resale, without operational complexity or brand dilution.
• Market Reach: The platform allows brands to target eco-conscious Gen Z and Millennial shoppers, raise lifetime value, and tap into new global audiences.
• Brand Ownership: White-label and co-branded models let retailers maintain control over experience, pricing, and data while benefitting from HURR’s infrastructure.
• Waste Reduction and Reporting: Owners get item-level analytics, full lifecycle reporting, and sustainability proof points as fast fashion comes under scrutiny.

Partners leveraging HURR’s technology report rental conversion rates as high as 75% of renters becoming potential future buyers and up to £50,000 in new income for power users who list their own wardrobes.

Applications and Future Outlook

HURR’s B2B model supports in-season rentals, peer-to-peer wardrobe monetization, surplus and archive stock rental or resale, and works across categories: womenswear, outerwear, accessories, formalwear, and even activewear.

The company plans to double down on AI-powered logistics, global scaling, and more department store launches in Europe and the US. As Prew put it in 2025, “The rental revolution is only just getting started—this is the best new customer pipeline brands will see in the next decade.”

By blending premium technology, data, and sustainability, HURR B2B stands as the platform catalyzing the generational shift toward access, experience, and profit at the heart of branded circular fashion.