What: John Lewis has partnered with The Little Loop to enter the childrenswear rental market.

Why is it important: John Lewis said the partnership will give parents access to the biggest wardrobe of rented kids' clothing in the UK.

Launching on Thursday, fifty-one products for babies to age 12 will be available, with special consideration for sustainable raw materials.

Clothes can be rented and swapped at any point, with customers receiving credit to use on future bundles. All returned items get professionally cleaned, and if needed mended, then are rented out again at a price that reflects their condition. Plans start at 18 pounds per month with customers able to rent 6 -7 products at a time.

John Lewis enters kidswear with The Little Loop