Luxury retailer Flannels, owned by Frasers Group, has announced its entry into the rental sector through a partnership with Hurr. The collaboration aims to provide customers with a diverse selection of the most fashionable womenswear labels in the world. Initially, the rental platform will be exclusively available online, but plans are underway to launch a dedicated rental space in Flannels’ flagship store in Liverpool next year.
Flannels has carefully curated an extensive collection of ready-to-wear clothing and accessories for women from renowned labels such as Area, Coperni, Mugler, Maisie Wilen, Dion Lee, and 16Arlington. The assortment includes standout pieces like the studded pink version of Coperni’s popular ‘it’ Swipe bag, Dion Lee corsets, and sequined midi and mini dresses from 16Arlington.
The objective of this collection is to cater to customers who are open to experimenting with their style, offering them a bold and avant-garde approach to occasionwear. Flannels plans to update the collection seasonally, focusing on popular categories like skiwear, which has seen significant demand in the rental market.
Customers will be able to rent items for four, eight, 10, or 20 days through Flannels’ rental website, which is managed by Hurr. Hurr handles logistics, storage, and cleaning to ensure a seamless end-to-end experience for customers.
Flannels sees this move into rental as a means to make luxury fashion more accessible to a wider audience and to challenge the boundaries of traditional retail. Rental has become an important marketing channel for many retailers, enabling them to engage with customers who desire the brands they carry and potentially convert them into future buyers. Additionally, embracing rental aligns with Flannels’ commitment to sustainability.
The decision to enter the rental market is strategic for Flannels, as the online clothing rental market is projected to reach $7 billion by 2025. By collaborating with Hurr, Flannels aims to capitalize on this flourishing industry and provide its customers with a unique and stylish rental experience.
This move follows in the footsteps of other retailers, such as Selfridges, that have ventured into rental and achieved success, particularly with their skiwear rental offers. By offering rental services, Flannels can tap into new revenue streams while meeting the growing demand for sustainable fashion choices.
Useful links:
1. Flannels Website
2. Hurr Website
