Asos and Hirestreet have introduced a major subscription rental service, marking a significant UK retail collaboration.
- Subscribers can rent five garments monthly from a selection of over 20,000 Asos products for £75.
- The service launch focuses on occasion wear, with plans to expand to other collections soon.
- This initiative responds to a rise in demand for casual rental items noted by Hirestreet.
- The UK rental market is moving forward, striving to match the U.S. in subscription services.
In a groundbreaking collaboration, Asos and Hirestreet have launched a subscription rental service that allows consumers to rent up to five garments each month. Priced at £75, this service offers access to an extensive selection of more than 20,000 Asos products. This collaboration is being hailed as the most significant retailer-rental partnership in the UK to date.
The service initially highlights weekend and party wear, appealing to those seeking style flexibility for the festive season. Plans are in place to broaden the selection to include workwear, skiwear, and other collections by spring and summer 2025.
Hirestreet has observed a notable increase in demand for casual clothing rentals in the past year. This shift in consumer behaviour has encouraged the company to expand its offerings, aiming to cater to a broader array of wardrobe needs.
The UK rental market has traditionally lagged behind its US counterpart in adopting subscription models. However, this new service represents a strategic step towards establishing a more robust rental market in the UK, facilitating more sustainable fashion choices.
This venture by Asos and Hirestreet may shift the UK towards more sustainable and flexible fashion practices.
