// French Connection has launched an on-demand rental service on its own site
// The fashion retailer said it was the first time a major UK brand would offer rental directly to its customers
French Connection has launched a standalone on-demand rental service on its own site, becoming the first major brand in the UK to do so.
Powered by Hirestreet’s sister platform Zoa Rental, the service will directly serve its shoppers from its existing site and will not require customers to take out a subscription, which French Connection said would make it accessible to more customers and age groups.
Pieces, starting from £45 to £205, will be available to rent for between £10 and £45, for 4-16 days.
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The white label fashion rental platform Zoa Rental handles the technology, operations and logistics behind clothing hire sites and was launched last year by Hirestreet founder Isabella West.
Hirestreet, which also hosts collections from retailers including Marks & Spencer and Oasis, 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 from the retailer’s current collection, including best-selling party and occasionwear items.
The fashion retailer said it was feeding an “ever-growing appetite” for clothing rental, and that it would target wedding and party guests looking for one-time occasionwear.
“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,” said French Connection’s retail director Simon Donoghue.
“We’re really excited to showcase our product to this audience and be at the forefront of this movement.”