Monsoon has partnered with My Wardrobe HQ to introduce a rental collection ahead of the wedding season.
- The collection features 30 rental options including bridalwear and occasion dresses.
- Prices range from £5-£14 per day, offering affordability and flexibility to customers.
- This initiative follows a 4% decline in Adena Brands’ group sales, Monsoon’s parent company.
- Monsoon aims to offer sustainable, cost-effective choices while broadening its market reach.
Fashion retailer Monsoon has strategically teamed up with My Wardrobe HQ to unveil a rental collection, specifically timed for the impending wedding season. This collaboration seeks to provide a broad range of options for those looking for bridal and occasionwear through rental rather than purchase.
The newly launched capsule collection encompasses a total of 30 rental pieces, including nine bridal gowns, 11 bridesmaid dresses, and 10 other occasion dresses. Among these, the feather-trimmed bridal jumpsuits emerge as standout pieces that have historically been bestsellers.
In an effort to keep the offering fresh and appealing, Monsoon has planned to roll out a selection of their most popular formalwear and dresses each new season. This approach not only keeps the collection updated but also aligns with the latest fashion trends.
The rental prices are structured to be accessible, with costs ranging from £5 to £6 a day for formalwear and £8 to £14 a day for bridalwear. There is a stipulated minimum rental duration of four days, ensuring flexibility for customers while maintaining efficiency in logistics.
Naomi Robertson, Monsoon’s buying and merchandise director, commented on this development by stating, “Dress rental allows our customers to wear and return our most gorgeous bridal and occasion pieces, ever widening our reach and giving modern women a more affordable and sustainable choice.”
This initiative by Monsoon follows a financial report from its parent company, Adena Brands, which indicated a 4% decrease in group sales, amounting to £248 million for the year ending 26 August 2023. This decline was attributed to a transition to a new franchise partner in Saudi Arabia and less robust performance in the kidswear category. Their EBITDA was reported at £20 million, down by £4.4 million from the previous year.
Conversely, retail like-for-like sales experienced a growth of 4%, driven by the brand Accessorize, hinting at the potential successful impact of strategic adaptations such as this new rental initiative.
Monsoon’s collaboration with My Wardrobe HQ represents a key strategy in adapting to market demands, emphasising sustainability and affordability.
