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Selfridges Teams with London’s Hurr on Rentable Luxury Fashion

A London leading peer-to-peer rental platform for luxury apparel and accessories has entered into a strategic partnership with storied retailer Selfridges.

The Hurr x Selfridges popup offers a curated assortment of rentable wardrobe staples, available through both players’ sites. Wares from highly coveted designers like Jacquemus, Junya Watanabe, Stella McCartney, Versace, Emilio Pucci, Ganni, Erdem, Peter Pilotto and Victoria Beckham are all available to be rented by shoppers for between 20 to 900 pounds (about $26-$1,182).

Would-be renters must create a Hurr account in order to rent the collection. From there, they can choose the date and duration of their rentals, and filter selections based on price and availability during their chosen time frames.

According to Hurr co-founder and CEO Victoria Prew, the 100-piece edit is made up of garments and accessories that were carefully curated by the Selfridges team for the department store’s core customers.

“Selfridges are the most innovative department store throughout the U.K., and there’s significant overlap between the Hurr customer and the Selfridges customer base,” she said. The department store chain’s involvement opens up the collection to customers across the country, she said, while Hurr’s business is centered primarily in London.

“The rental popup provides high-fashion pieces at fast-fashion prices to the customer that’s passionate about smarter, more sustainable ways to shop,” Prew told Sourcing Journal. On average, an item on the Hurr platform can be rented up to 20 times before it’s retired from circulation.

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Specialty items, like designer gowns, might only be worn by their owners a handful of times. But through Hurr, product owners can earn money from renting out their costly investments, and renters are given access to a wardrobe that may be well outside of their purchasing price range.

Though the coronavirus crisis initially led to a “dip in rentals,” Prew said the market has recovered “incredibly quickly.” Everyday events like birthdays, picnics in the park, staycations and small gatherings are all still compelling occasions for renters looking for something special to wear.

But unprecedented circumstances have led to some shifts in consumer appetites, she said. As the summer months wear on with most shoppers still wary of attending parties and galas, casual, comfortable staples have become common selections for Hurr members.

Linen midi dresses that are easy to wear, and can be styled in a number of different ways” are among the most popular items on the platform this season, Prew said, adding that Kiev-based brand Daily Sleeper, which has made its mark with comfortable-yet-elegant house dresses and night-to-day pajama sets, is among the most popular brands on the platform.