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HURR Is Changing Fashion Rentals Faster Than You Think

HURR Is Changing Fashion Rentals Faster Than You Think

HURR Is Changing Fashion Rentals Faster Than You Think

HURR is changing fashion for good. HURR, the London-based fashion technology company, continues to make waves in the sustainable fashion space as it evolves far beyond its original rental platform roots. What started as a simple clothing rental service has transformed into a comprehensive circular fashion ecosystem that’s reshaping how consumers interact with luxury fashion.

Beyond Rental: A Comprehensive Fashion Solution

HURR has positioned itself as more than just a rental platform—it’s become a community-driven marketplace reinventing ownership entirely. The company’s evolution and commitment to community and sustainability are highlighted in interviews and press releases, but the exact mission statement, as previously quoted, cannot be verified in official sources.

Founded in 2017 by CEO Victoria Prew, HURR emerged from a stark realization about the fashion industry’s environmental impact. Victoria Prew said, “Three and a half years ago, sustainable fashion was not on the top of the agenda or retailers’ priority list.” Reflecting on her motivation, Victoria Prew explained, “I founded Hurr to disrupt the way we consume fashion.” She also noted, “In a very short space of time, the spotlight on fast fashion has really come to the forefront as we know it now,” a sentiment echoed in her conversation with Vogue Business. Victoria Prew describes HURR as “disrupting the £21 billion UK fashion industry,” a claim supported by her ongoing mission to make fashion more sustainable through rental services

Strategic Partnerships Driving Growth

HURR’s expansion strategy centers on high-profile partnerships with established retailers. The company recently launched fashion rental services with John Lewis, marking a significant milestone in mainstream adoption of rental fashion.

Kathleen Mitchell, John Lewis Commercial Director, said: “Our new rental platform introduces new and exciting designers to our customers, encouraging them to support a more sustainable way to shop. Offering a stylish edit of new brands mixed with exclusive products from our own collections, this is a truly unique proposition that cannot be found by any other high street retailer. Shopping more sustainably shouldn’t have to cost the earth, that’s why supporting innovative partnerships can truly make a difference and help change consumer behaviours.”

Victoria Prew said: “We are thrilled to announce the launch of John Lewis Fashion Rental, a truly circular model that will attract the next-generation customer. We are excited to learn, test, and build a valuable rental business in collaboration with the forward-thinking innovation teams at John Lewis.”

The company has also secured partnerships with luxury brands, including Burberry, which recently launched its ReBurberry services through HURR’s platform. Additionally, HURR powers rental services for major retailers including Selfridges and Flannels, and has expanded into resale through eBay.

Innovation in Customer Experience

HURR has introduced several innovative features to enhance customer experience, including the recent launch of HURR Flex, a credit-based system that offers more flexibility than traditional subscription models.

Victoria Prew said: “Customers don’t want more monthly subscriptions in a cost-of-living crisis – they want total wardrobe flexibility.”

The Flex system allows customers to purchase credit bundles with no cancellation or commitment, offering ultimate flexibility. The available passes include the Premium Pass for £99 and the Pro Pass for £149, each providing a credit balance that can be used on any item on HURR for any rental length. Any unused credit remains in the account for up to 12 months, allowing access to multiple items and rental periods without restrictions.

Victoria Prew, Co-founder and CEO of Hurr, said:

“Rent a statement coat for 30 days, rent a current season ski-look, holiday wardrobe for eight days. Or three jumpers for two weeks. That’s what Hurr Flex unlocks.”

Perhaps most notably, HURR has partnered with Deliveroo to offer the world’s first on-demand fashion rental service, delivering luxury dresses to customers in central London in as little as 20 minutes.

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Victoria Prew said: “We’re thrilled to be launching on-demand fashion rental in partnership with Deliveroo this festive season. You can select and rent your dresses from Hurr to your door faster than ever before, in as little as 20 minutes.”

Eric French, Chief Operating Officer at Deliveroo, said: “At Deliveroo we’re always looking to break new ground and our exciting partnership with HURR is no different. It is an industry first for the rental fashion market, and will make high-end fashion even more accessible and bring a new level of luxury and convenience to our customers. This marks our first step into the fashion space, and we’re excited to welcome more partners to Deliveroo Shopping as we continue expanding the variety for our customers.”

Financial Backing and Market Position

HURR’s growth shows the strength of its business model, supported by significant investment, including a $10 million funding round in 2023 backed by Praetura Ventures and existing investors.

The company has also reported impressive growth metrics, including a 230% surge in demand for long-term rentals following the launch of its 30-day rental period.

Looking Forward: The Future of Circular Fashion

HURR’s evolution demonstrates a broader shift in the fashion industry toward circular business models. The company’s success in securing partnerships with major retailers and luxury brands confirms that circular fashion models are moving from niche to mainstream—a transformation that could fundamentally reshape how we think about fashion ownership and consumption.

 

Fashionopedia is part of RETAILBOSS INC. publishing and GLOW media network.

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