Asos has partnered with Hirestreet to launch a major subscription rental service in the UK.
- Subscribers can rent five garments monthly for £75 from over 20,000 Asos products.
- The collaboration is the largest of its kind in the UK’s rental market, highlighting rising consumer interest.
- Initial offerings focus on weekend and party wear, with workwear and skiwear to follow.
- This initiative follows rising demand for casual rental items in early 2024.
Asos, a prominent fashion retailer, has expanded its collaboration with Hirestreet by unveiling a new subscription rental service. This initiative is regarded as the most extensive partnership in the UK’s rental market to date, offering subscribers the opportunity to rent five garments each month for a fee of £75. More than 20,000 Asos products are available, providing a diverse selection for consumers.
Previously, Asos and Hirestreet collaborated on a smaller scale, making 180 womenswear items available for rental last year. This larger-scale venture highlights a growing shift in consumer habits, with an increasing preference for rental options over outright purchases. This development underscores a significant rise in demand for rental fashion options, especially during economically challenging times.
The October launch of this service prominently features weekend and party wear categories, aligning with the festive season’s demands. As the service evolves, it will expand to include workwear, skiwear, and the spring-summer 2025 collections. Notably, Hirestreet has observed a “significant rise in demand for casual items” during the initial months of 2024, suggesting a shift in consumer preferences towards versatile and accessible fashion solutions.
Hirestreet has expressed that this launch is a progressive step for the UK rental market, which has traditionally lagged behind the United States in subscription rental services. The partnership reflects a broader trend towards sustainable and flexible consumer behaviours, where renting rather than owning is increasingly appealing.
This partnership between Asos and Hirestreet marks a significant development in the UK fashion rental market, catering to evolving consumer demands.
