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Frugi announces shared wardrobe collaboration
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Ethical kids clothing company Frugi to launch rental collaboration
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But have you ever considered renting, rather than buying, your little one’s clothes?
It’s now possible to hire every single item in your child’s wardrobe and have the clothes delivered directly to your door. You can even borrow designer garments, thanks to a service launched by online rental company My Wardrobe HQ, which includes £300 jackets, £250 dresses and £200 sweaters.
Sarah Rainey and Dinah van Tulleken, with help from their children, 17 month-old Charlie and Lyra three, and baby Sasha, test the best premium rental services for kids. Pictured: Dinah with Lyra and baby Sasha
‘The rental model is especially current now, with pandemic uncertainties and our fears for the environment,’ explains the brand’s creative director, Sadie Mantovani. ‘As well as many people still not keen on going out to shops, lots of us don’t want to accumulate more stuff.’
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.