Nobody's Child makes online rental 'pop-up' a permanent fixture

Nobody's Child has made its online rental 'pop-up' a permanent fixture on its site following the success of the service, which was first launched in 2023.

The responsible women's fashion brand is now offering a 17-piece collection of satin summer occasion wear available for rent with the wedding season in mind.

Powered by online rental platform Zoa, the rental service allows customers to rent their preferred outfit from just £15. The brand, which counts Marks & Spencer as an investor, said it decided to make the rental offer permanent as its customers were looking for more conscious alternatives when shopping.

CEO Jody Plows said: “We are delighted to be able to offer the option to rent direct from nobodyschild.com to our customers as it's a great low-cost initiative in providing beautiful fashion to every woman, everywhere without it costing the Earth.”

Products can be hired for a minimum of three days. Customers can either browse items for rent in the dedicated area of Nobody's Child's website or they can discover rental items via the retail site.

Those products available for rental and purchase will have a 'rent' button on the product page directly beneath the 'add to bag' option to further bridge the gap between the rental and retail experience.

This move makes Nobody's Child one of the first fashion brands to offer an integrated rental offer on its own platform, rather than just via a third party partner. The brand said the move "elevated" the customer experience and catered to "the evolving preferences of modern consumers and the use of responsible fashion rental."

Founder of Nobody's Child Andrew Xeni will be speaking at TheIndustry.fashion LIVE! event Preparing for Peak on 18 June in London. Tickets are complimentary for brands and retailers. Reserve your seat here.