Mulberry, the renowned luxury leathergoods brand, is prioritizing circularity and sustainability through its partnership with rental platform Hurr in the UK. This collaboration allows customers to rent some of Mulberry’s most iconic bag styles, including the popular Alexa and Bayswater bags.
This strategic move serves multiple purposes for Mulberry. Firstly, it opens up the brand to a wider customer base, attracting those who may hesitate to invest in a high-end bag without experiencing it first-hand. By offering rental options, Mulberry offers consumers the chance to acquaint themselves with the brand before committing to a purchase.
The rental selection comprises a variety of bag styles, including clutches, shoulder bags, and crossbody bags. These bags are available in neutral shades as well as vibrant seasonal colors, catering to different occasions and preferences.
An essential aspect of this partnership’s sustainability efforts lies in what happens after the bags’ rental period concludes. Once a bag is returned to Hurr, it will be sent to Mulberry’s Lifetime Service Centre at one of its carbon-neutral Somerset factories. Skilled artisans will restore the bags, ensuring they are in excellent condition. Subsequently, these refurbished bags will be made available for resale on Mulberry’s circularity program, the Mulberry Exchange. Through this initiative, Mulberry aims to extend the lifespan of its bags and reduce waste.
The Mulberry Exchange was initially launched in the UK market in February 2020, just before the pandemic hit, and has since expanded to the US. This program allows customers to both buy and sell pre-owned Mulberry bags, encouraging a more sustainable and responsible approach to fashion consumption.
Mulberry CEO Thierry Andretta views the partnership with Hurr as an integral step towards transforming the brand’s business model into a regenerative and circular one. In conjunction with the Mulberry Exchange, this collaboration empowers customers to engage with the Mulberry brand in a responsible and mindful manner.
Hurr CEO Victoria Prew acknowledges the growing demand for rental options and notes that the platform has been witnessing unprecedented levels of demand for all brands. The partnership with Mulberry further solidifies Hurr’s standing in the luxury rental market.
Mulberry’s foray into the rental market and its integration into its circular economy model exemplifies the brand’s commitment to sustainability and innovation. By providing customers with the opportunity to rent highly coveted bag styles and extending the lifespan of their products through refurbishment and resale, Mulberry is setting a new standard for luxury brands in terms of conscious consumption and circularity.
Links:
1. For more information on Mulberry’s circularity program, the Mulberry Exchange, visit their website.
2. To explore the rental platform Hurr and their luxury offerings, visit their website.
