French Connection has launched an on-demand rental service on its own site, becoming the first major fashion brand in the UK to do so.
The service will be powered by leading rental website Hirestreet’s sister platform Zoa Rental, which will provide the technology and integrated operations behind the website.
The white label fashion rental platform was launched last year by Hirestreet founder Isabella West.
French Connection Rental will allow customers to rent individual pieces from its current collection, and unlike other brands’ rental services, will not require a subscription.
The collection is initially focused on occasion-wear, holiday-wear and work-wear, with over 100 styles, as it seeks to take advantage of the rapidly-growing UK rental market.
Pieces, starting from £45 to £205, will be available to rent for between £10 and £45, for 4-16 days.
Hirestreet, which also hosts collections from retailers such as M&S, Oasis, and most recently MissPap and Little Mistress, has previously made French Connection collections available for hire on its own multi-brand site.
However this latest move will see the launch of a dedicated site, frenchconnectionrental.com, where customers can rent clothing directly from the retailer.
According to French Connection, the move is indicative of the “increasing importance global fashion brands are placing on sustainable and circular fashion.”
“We are delighted to be partnering with Zoa to bring premium high street to the hire customer and support the ever-growing appetite of hiring,” French Connection’s retail director Simon Donoghue said.
“We’re really excited to showcase our product to this audience and be at the forefront of this movement.”
Zoa Rental chief executive Isabella West added: “Growth in the rental market is outstripping traditional retail by 20x, driven by consumer demand for sustainable, affordable fashion.
“This summer will be the biggest ever for rental in the UK. We are delighted to be supporting French Connection in the next stage of their rental journey.
“We first started working together via a Hirestreet partnership many years ago. Their stock has always performed very well in a rental model and launching their own-brand offer is a natural next step.”