HURR launches rental pop-up at Selfridges

HURR, the peer-to-peer fashion rental service has launched a pop-up at Selfridges Oxford Street offering customers access to high-end fashion at a fraction of the retail price.

Situated on the third floor, in the contemporary fashion department, the six-month pop-up offers to options to rent for seven-day stints from brands including Ganni, Rixo, Mara Hoffman and Gucci.

The pop up will also house an iMirror by NOBAL Technologies, the world’s most advanced interactive mirror, allowing customers to seamlessly combine the online and in-store offerings from HURR. It will also act as a drop-off point for lenders looking to see a return on their investment pieces through the platform.

Selfridges stock will rotate on a weekly basis and will include curated London Fashion Week, Valentines Day and Holiday edits, while the space will also play host to a series of interactive workshops covering topics from building an online brand to sustainable fashion discussions.

The move follows the success of HURR’s first pop-up hosted in London’s Belgravia and comes after the business, founded by entrepreneur Victoria Prew, received backing from investors including New Look founder Tom Singh and house-builder Persimmon chairman Roger Devlin last year.

CEO & Co-Founder of HURR Prew said of the move: “HURR is based on creating accessibility and a route to luxury fashion for a mainstream market. We’ve seen consumer behaviours change significantly in recent years as we move towards access based models for houses, holidays and cars and now we are seeing the same with our wardrobes. I couldn’t think of a better partner than Selfridges to help us translate the HURR experience into store."

Selfridges has been open to the idea of mixing pre-loved fashion into its new retail offer and the partnership with HURR comes on the back of a similar agreement with luxury resale site Vestiaire Collective, which is currently hosting a year-long pop-up in the store. Last year it also hosted a pop-up from young fashion resale app Depop.

HURR is one of a raft of start-ups to emerge in the UK looking to tap into fashion's rental revolution and the boom in the global sharing economy. Others include MyWardrobeHQ, which counts former Topshop brand chief and Whistles CEO Jane Shepherdson as a backer and board member, as well as The Endless Wardrobe, Hirestreet and Girl Meets Dress.

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