Net-A-Porter debuts rental in partnership with By Rotation and HURR

Net-A-Porter has launched its first rental service in time for the holiday season, in partnership with the By Rotation and HURR rental platforms, as it seeks to test the appetite for high-end rental among a younger customer base.

The collaboration provides offers UK customers the opportunity to rent more than one hundred styles from NET-A-PORTER’s edit of partywear, across an array of dresses and bags by contemporary and luxury designers.

Available from November through to January 2024, the partnership is described as "an initial exploration of the UK rental space", and enables NET-A-PORTER to benefit from a wealth of circular service expertise and custom-built digital platforms from the two rental market leaders.

The service will test appetite to rent high-end pieces to a demographic of "fashion-engaged, sustainably-minded Gen Z and Millennial customers", who are already attuned to fashion rental, Net-A-Porter said.

“Our first step into fashion rental brings an exciting opportunity to introduce NET-A-PORTER’s exceptional curation of partywear to new and broader audiences. The launch of our rental edit is key to enriching the global ambitions of our circular fashion offer, inspired by our customers’ voices and their growing interest to keep exploring how we can extend the life of luxury products together. We look forward to this strategic collaboration and opening up the rental space to more customers in the future," explained Net-A-Porter and Mr Porter managing director Vikki Kavanagh.

The partnership is the first time peer-to-peer rental all By Rotation has partnered with a retailer. Its founder and CEO Eshita Kabra-Davies said she was "thrilled" with the collaboration.

"I’m honored to collaborate with such an esteemed name in the fashion industry for our very first brand partnership. As a woman of colour founder and CEO, my journey with By Rotation has always been driven by a passion for making quality fashion accessible to people of all backgrounds – including socioeconomic. This partnership with NET-A-PORTER allows us to showcase the beauty of circular fashion to a wider audience just in time for the holiday season and sends a strong signal to the wider industry that they are also welcome to the highly-valued By Rotation community," Kabra-Davies said.

HURR powers the rental services for more than 130 brands and retailers and also offers a peer-to-peer service. Its co-founder and CEO Victoria Prew said: “We’re delighted to power rental for NET-A-PORTER, and to welcome the retailer into HURR’s ecosystem of circular fashion. It’s hugely exciting to see global leaders of the fashion industry embrace a circular strategy, and we’re proud to be able to help make this commitment a reality at scale.

"HURR provides technology solutions to fashion companies of all sizes – from global retailers to independent labels and household luxury brands – and crucially we enable our partners to see real-time peer-to-peer data and insights that can help pave the way for smarter, and profitable, circular solutions moving forward. Launching with an incredible party season capsule, the NET-A-PORTER customers will be able to access some of the retailer’s most-wanted pieces of the season via our seamless, fully-trusted service. We can’t wait for the NET-A-PORTER audience to get renting with us!”