HURR founder looks to new business venture after stepping away from resale platform

The founder and former CEO of rental fashion platform HURR, Victoria Prew, has stepped away from the business and is "all-in" on her next venture.

Prew announced on LinkedIn that she is using her experience as a start-up founder to build a new venture that is currently undefined.

"I have just handed over the keys to HURR. I am not announcing anything new. I am not building anything yet," she shared on 5 April.

In a new post published just one day later, however, she shared that she is indeed building her "second business". The new venture will put systems first, which Prew reflects were lacking when she first developed the concept for HURR. She shared that she wants to build the foundations first, including the financial model, hiring plan, and operating system, before the product.

There are hints in her posts concerning the new business, although there are no details yet available on the precise nature of the venture. Across numerous posts over the last week, Prew mentions "stealth" quite a lot, and since January 2026 she has been building a stealth start-up, something she "can't stop thinking about".

For the next two months, Prew is focusing on taking time to reflect on her new venture, create space for deep research and curiosity, and develop a healthy work-life balance. She is also writing to 25,000+ founders every week in her newsletter, where she discusses building and scaling businesses from "zero to eight figures", and the frameworks, systems and life design thinking she wishes she had from the start.

"The biggest mistake I made in year one of HURR was building before I truly understood the problem. I had conviction. I had energy. I had a deck. What I did not have was deep enough proof that I understood the customer's pain better than they could articulate it themselves. I am not making that mistake again," Prew added.

Prew shared that she has hired a CEO, Lauren Roberts, to run HURR full-time in 2026. In 2023, HURR raised $10 million (£7.9 million) to fuel its growth and partnerships.

The platform began in 2017 when Prew set up the business as a counterpoint to the rise in fast fashion and constant "newness" in fashion. It began as a peer-to-peer rental platform but has gone on to use its platform to power the rental services of many fashion brands and retailers, including John Lewis and Mulberry, among others.