Frasers Group's Flannels launches upscale womenswear rental range

Flannels said the initiative represents a “dynamic shift in the rental market” and reflects its strategy of innovation.

The range will comprise “favourite designers loved within Flannels’ heartland of young luxury shoppers” – such as Coperni, Maisie Wilen and 16Arlington – and items can be hired for periods ranging from four to 20 days on a dedicated rental website. 

Flannels will use the specialist circular fashion Hurr platform, and Hurr will “manage all aspects of the end-to-end experience including logistics, storage and cleaning”. 

Flannels said it was launching rental “as an additional touchpoint for its audience to discover and engage with the hottest brands of the moment” and promised “an expansive range of women’s ready-to-wear and accessories, marking a powerful injection of modernity and fashion relevance to the booming online clothing rental market”.

The online fashion rental market is forecast to grow in value to $7bn (£6bn) by 2025, Flannels said. The retailer will however dedicate space to the range in store at its flagship Liverpool branch (pictured above) next year. 

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