Hirestreet customers can now rent M&S clothing from the rental website – including new season M&S X GHOST dresses.
M&S has partnered with Zoa, the fashion rental technology platform that operates rental website Hirestreet, through its joint venture accelerator programme with Founders Factory.
The partnership will see M&S launch its first ‘test and learn’ trial on Hirestreet.
The clothing rental market is set to grow exponentially in the next decade, with a third of consumers now considering the climate crisis when purchasing clothes.
Launching ahead of the busy Christmas party season, M&S’s first bespoke rental edit comprises over 50 womenswear styles including select pieces from the M&S elegant Autograph range, with a focus on premium fabrics such as leather and silk, and the very latest from its popular M&S X Ghost collaboration.
The collection, which has a sale price of £69-299 on M&S.com, will be available to rent on Hirestreet from just £13 for four days.
‘Clothing rental is a growing market and working with Hirestreet through our Founders Factory joint venture gives us a huge opportunity to learn from the leading start-up in this space, operate in an agile way and better understand what our customers want from this type of service.
‘As we grow M&S clothing, we want to be more relevant more often and we know customers are increasingly interested in the circular fashion economy. Our partnership with Hirestreet means we are putting M&S clothing in front of new customers and our first rental edit doesn’t just showcase the style we have on offer, it also highlights the value and quality of clothing that is made to last.’
M&S chief operating officer
The move follows M&S’s recent reset of Plan A, its sustainability programme, with the focus on becoming a fully net-zero business by 2040 across its full value chain.
One of the pillars of its roadmap to net zero is driving the circular economy, and its partnership with Zoa reflects the retailer’s commitment to invest in new products and services that help customers enjoy lower carbon lives.
‘At Zoa we’re on a mission to transform the future of fashion. M&S is one of the largest clothing retailers in the UK with a reputation for quality and well-made clothes – their move into rental is a hugely positive step forwards for the fashion industry.
‘True sustainability does not exist without accessibility. Rental fashion is more than just providing temporary access to designer items, it’s about giving consumers alternatives to traditional consumption and making the best use of the resources we have.
I’m delighted to have M&S and Founders Factory on board as we power the sharing economy of the future.’
Founder and CEO, Zoa Rental and Hirestreet
As part of the Plan A journey to net zero, M&S has committed to rapidly reduce emissions by a third by 2025 and more than half by 2030.
Its partnership in Zoa forms part of a wider commitment to the circular economy which includes the launch of a new incentivised Shwopping scheme to reward the retailer’s 12.5m Sparks customers every time they Shwop.
The retailer has also pledged to extend the use of sustainable materials, with a commitment to use 100% verified recycled polyester in all its products by 2025.