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Hirestreet announces rebranding and appoints ex-Depop Expansion Manager

Camilla Rydzek
24 March 2022

Fashion rental company Hirestreet has hired Rosie Hartman as its new Strategy Lead, coinciding with the launch of its new website and branding.

Hartman joins Hirestreet from online fashion outlet retailer Otrium and previously held senior positions at Depop and Zalando.

Hartman said that she started her career in retail consulting, where she worked with many brands that are now stocked on Hirestreet. She later moved to Zalando where she gained insights into "the nuts and bolts of e-commerce".

She then joined Depop to explore sustainable fashion, leading its international expansion across the US and Europe.

Hartman is described as an "expert in disruptive fashion" and will lead Hirestreet through the “year of rental," as the platform embarks on its new course of direction.

Hirestreet added a host of new brands to its platform in time for Christmas 2021, including Next-owned Lipsy, sustainability-focused Nobody’s Child, Australian-brand Lexi, and maternity brand Frugi. Just a month before the platform had announced its collaboration with M&S.

Rosie Hartman commented: “This year we are on track to deliver gross booking values in excess of £1m. Historically Hirestreet was a third-party rental platform, but we have shifted our focus towards operating as a rental marketplace. This means we work more closely with our brand partners to co-market their rental offerings.

"The fashion industry has changed hugely in recent years, as the negative environmental impact of fast fashion has become clearer, and younger generations are seeking out more sustainable ways to consume."

Hirestreet Founder, Isabella West added: “Rosie’s experience is essential for taking us from a start-up rental platform to scale-up rental marketplace. Hirestreet is inclusive and innovative - the new branding is designed to feel bold and lively, and our usability improvements have brought us closer to our mission to bring sustainable style to all the eventful moments in life.”

Speaking with TheIndustry.fashion, Isabella West previously explained her ambitions for Hirestreet.

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