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John Lewis expands rental offering with kidswear capsule

Jeremy Lim
26 May 2022

John Lewis has launched a capsule collection of baby and childrenswear in partnership with kidswear rental platform, Thelittleloop.

Launching today, the 51-piece collection for babies to age 12 will be available for rent as part of a trial to offer parents the biggest selection of rented kids' clothing in the UK.

Clothes can be rented and swapped clothes under a subscription service starting at £18 a month. The plan allows parents to rent six to seven items at any one time that can then be swapped for a new design or something bigger. All returned items will be professionally cleaned, and if needed mended, before being rented out again.

Glynis Williams, John Lewis & Partners kids and baby fashion category lead, said: “We’re thrilled to be launching a collection of baby and childrenswear clothing with The Little Loop, giving customers a more sustainable option to rent high quality John Lewis clothing through a trusted partnership.”

“The partnership with The Little Loop reflects our ambition to offer more sustainable ownership options and forms part of the commitment we made to our customers to reduce the greenhouse gas footprint of our textile supply chains by 50 percent by 2030.”

Williams added that John Lewis is considering launching womenswear rental “in the future”.

The news comes a month after the retailer launched an online children’s bike subscription service with Bike Club, which offers a monthly subscription from £4.49.

Read our interview with Charlotte Morley, Founder of Thelittleloop.

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