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Clothing rental 2.0: why brands are going white label From offering white-label services to the hire of men’s and children s wear – Drapers looks at how the rental market is evolving. Mother of Pearl x Onloan There has been a flurry of activity in the rental market this spring. After shunning occasionwear under Covid-19 lockdowns, consumers are now keen to make up for lost time, prompting rental platforms to start exploring different revenue streams. The rental market was steadily growing before the pandemic hit, and the boost in demand as restrictions ease demonstrate that is no longer a niche part of the industry: GlobalData forecasts that the UK rental market will be worth £2.9bn by 2029. To capitalise on this, several platforms have launched white-label services – offering the use of their technology to the wider market, so brands and retailers that do not have their own rental infrastructure can offer it as an option.

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