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Flannels hails "dynamic shift" in rental with new service

Lauretta Roberts
31 October 2022

Flannels has hailed a "dynamic shift" in the fashion rental market with its new service, launched in partnership with HURR, featuring an edit of "disruptive" brands.

Unveiled today at www.flannelsrental.com, the service offers brands such as Area, Coperni, Mugler, Maisie Wilen, Dion Lee, 16Arlington for rental for periods of 4, 8, 10 and 20 days.

The Frasers Group-owned luxury retailer said that its service injected "modernity and fashion relevance to the booming online clothing rental market", which is predicted to hit $7 billion (£6.08bn) in value by 2025.

Rental platform HURR will power the logistics behind the online service, which offers national delivery, but the service will also take physical form with a dedicated space in the retailer’s Liverpool flagship store in 2023.

By selecting up-and-coming and disruptive brands, Flannels said it was encouraging its shoppers to experiment with fashion while also introducing the brands to its fashion heartland of young, luxury fashion shoppers.

Highlights of the rental edit include a studded pink iteration of Coperni’s ‘it’ Swipe bag, Dion Lee corsets and a wide array of sequinned 16Arlington midi and mini dresses.

David Epstein, Managing Director at Flannels said: “The launch of Flannels rental is a pivotal moment for the business. Customer experience and innovation are at the centre of our strategy and the rental market is a key area of opportunity and growth within our young consumer base that we’re keen to incorporate within our digital and physical retail model.”

Victoria Prew, CEO & Co-Founder of HURR commented: “We are incredibly proud to be working with Flannels. This is a really exciting indication of the future of retail and how circularity can resonate in a luxury audience. We are looking forward to gaining insights from Flannels’ wealth of fashion-savvy renters and industry-leading brands.”

Rental is the latest innovation at Flannels, which last year launched its new Flannels Beauty concept and which has also been rapidly rolling out new flagship stores such as the Liverpool "mega-store" opened in the summer.

HURR is one of the pioneers in the UK fashion rental space operating its own marketplace but also power the rental services of third party brands and retailers, such as Selfridges, John Lewis and Mulberry.


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