Mulberry partners with HURR so customers can rent the brand’s most iconic bags
Mulberry has partnered with London-based fashion rental marketplace HURR, giving customers the opportunity to rent the brand’s most sought after bags in the UK for the first time, including the bestselling ‘Alexa’ and ‘Bayswater’ styles.
Mulberry’s partnership with HURR is described as “the latest step in the brand’s sustainability journey” and adds to its existing circularity offering, providing customers with a more accessible way to wear its products, including clutch, shoulder and cross body bag styles.
Mulberry CEO Thierry Andretta, said: “We are pleased to be partnering with leading rental platform HURR in another step towards transforming our business to a regenerative and circular model.
“Alongside the Mulberry Exchange, our circular economy programme, HURR will offer our customers another responsible and mindful way to experience Mulberry.”
Victoria Prew, CEO of HURR, commented: “We are thrilled to welcome Mulberry into the HURR family - it’s exciting to create a rental proposition for the luxury brand, signifying the shift from ownership to access in fashion whilst embracing the circular economy.
“We know the sought-after rental edit will be extremely popular following record-breaking demand levels across all brands on the HURR platform ahead of spring/summer.”
In line with Mulberry’s ‘Made to Last’ ethos, if a Mulberry bag ever reaches the end of its rental lifespan on HURR, it will be restored by the skilled artisans at Mulberry’s Lifetime Service Centre in one of its carbon neutral Somerset factories. It will then be made available as good as new on the Mulberry Exchange, “ensuring that each and every Mulberry bag can have many lives”.
In addition to the new rental partnership, the Mulberry Exchange offers a suite of services - inviting customers to have their Mulberry bags authenticated, with the opportunity to trade their existing bag in for credit towards either a new purchase or a unique pre-loved bag. The exchange was first launched in UK stores in February 2020 and has since expanded to the USA and the brand’s website.
From AW22, bags entering the Mulberry Exchange will also be fitted with digital id’s powered by EON, giving customers direct access to the lifecycle of their bag.