// Flannels launches rental scheme online, with physical space expected to open in Liverpool in 2023
// The new rental scheme is powered by UK rental platform Hurr
Flannels has entered rental fashion by launching a new rental platform as part of its innovation strategy.
The luxury retailer, which is owned by Mike Ashley’s Frasers Group, has launched its rental scheme powered by UK rental platform Hurr.
Flannels said the items will be available to rent for a period of 4, 8, 10 and 20 days directly from online. It will also launch a physical space in its Liverpool flagship store in 2023.
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The new platform will house an expansive range of women’s ready-to-wear and accessories as the retailer aims to fit it in the booming online clothing rental market.
Highlights in the edit include a studded pink iteration of Coperni’s ‘it’ Swipe bag, Dion Lee corsets and a wide array of sequined 16Arlington midi and mini dresses.
The new launch is part of Flannels’ continued strategy of innovation.it also follows the retailer’s entry into the beauty market with the launch of Flannels Beauty last year.
“The launch of Flannels rental is a pivotal moment for the business,” Flannels managing director, David Epstein said.
“Customer experience and innovation are at the centre of our strategy and the rental market is a key area of opportunity and growth within our young consumer base that we’re keen to incorporate within our digital and physical retail model.”
Hurr CEO and co-founder, Victoria Prew said: “We are incredibly proud to be working with Flannels. This is a really exciting indication of the future of retail and how circularity can resonate in a luxury audience.”
