What: Hurr has achieved a significant milestone by renting GBP 100 million of fashion items since its launch in 2018.

Why it is important: This milestone highlights the growing acceptance and success of the fashion rental model, emphasising a shift towards sustainable consumption and the potential for expansion in the circular economy.

Hurr, a circular clothing platform known for promoting "access over ownership," has reached a significant milestone by renting GBP 100 million of fashion clothing since its inception in 2018. The platform operates peer-to-peer and brand-to-consumer rental models, partnering with over 130 brands, including Net-a-Porter, Selfridges, Ganni, Nensi Dojaka, and Coperni. Hurr's proprietary technology facilitates the rental of more than 85,000 luxury fashion items on its site and extends this capability to its partners' businesses.

CEO Victoria Prew views this achievement as proof of the viability of fashion rental as a business model, offering retailers and consumers an alternative way to engage with fashion. The platform also launched "Hurr Flex," a credit system allowing longer-term rentals, reflecting consumer demand for more flexible options. This initiative indicates a shift from occasion wear to everyday clothing rentals.

Hurr's business model includes resale opportunities, where items are listed for resale after being rented approximately 20 times. The company is also expanding into new categories like outerwear and skiwear, supported by investors such as Octopus Ventures and Praetura Ventures. The platform's success comes amid increasing public interest in sustainable fashion practices and rental as an alternative to traditional ownership.

Fashion rental platform Hurr reaches GBP 100 million milestone