Nobody's Child trials rental for the party season

Responsible fashion brand Nobody's Child has entered into a "pop-up partnership" to launch an integrated rental service, powered by Zoa, in time for the party season.

The move enables Nobody's Child customers to choose from a 19-piece edit including satin occasionwear, wedding dresses for both brides and bridesmaids, casual styles and sought-after pieces from the Happy Place by Fearne Cotton collaboration.

Rental prices start at £!5 for a minimum five-day rental term with professionally dry-cleaned items shipped direct to consumers, complete with accidental damage cover.

The rental selection is housed in a dedicated pop-up area on the Nobody's Child website with each style featuring a 'rent' button on the product page underneath the 'add to bag' option further bridging the gap between the rental and retail experience.

Nobody's Child, which has the backing of retail giant Marks & Spencer, is one of  the first brands to incorporate its rental option within the product pages of its website, rather than directing customers to a partner platform.

Nobody's Child already has a rental agreement with multi-brand rental platform Hirestreet (Zoa is the technology arm of the Hirestreet business) but its decision to integrate an option into its own website underscores its "commitment to catering to the evolving preferences of modern consumers".

Nobody's Child CEO Jody Plows said: “Following the success of Nobody’s Child on Hirestreet, we’re delighted to integrate Zoa into our own platform to provide a seamless experience for our consumers. Having the option to rent direct from nobodyschild.com is an exciting innovation, and another step in providing women across the UK with responsible and affordable fashion.”

Nobody's Child was founded in 2015 and in 2021 it became the first guest brand to launch on M&S.com as part of its Brands at M&S business. That same year, M&S acquired a 27% stake in the business and, earlier this year, it injected further funding into the brand.

Zoa meanwhile powers rental for several leading brands including: French Connection, Charles Tyrwhitt, Rathbones Tailor and Finisterre.