Delivery service provider Deliveroo has joined forces with UK wardrobe rental platform HURR to offer same-day fashion rental delivery services in Central London.
The partnership will allow Deliveroo users to rent designer clothing and have items delivered in under 20 minutes.
Customers in Central London can order from more than 50 luxury and premium dresses, which include brands such as Self-Portrait, 16 Arlington, Nadine Merabi and Rixo.
The service, which comes ahead of the 2024 festive party season, expands Deliveroo Shopping and is a first in the fashion space for Deliveroo.
HURR customers previously received their rentals through its 24-hour overnight delivery service.
Customers will receive a returns label and easy instructions when their item is delivered.
HURR founder Victoria Prew said: “We’re thrilled to be launching on-demand fashion rental in partnership with Deliveroo this festive season. You can select and rent your dresses from HURR to your door faster than ever before, in as little as 20 minutes. Customer experience is at the heart of HURR and this unique partnership will deliver your last-minute or planned party wear looks to your door faster than fast fashion itself.”
The delivery service of designer dresses comes as the global fashion rental market has seen significant growth.
The market is now valued at more than £4.8m, with Gen Z and millennials driving demand for cost-effective and sustainable alternatives.
The partnership allows HURR to reach Deliveroo's extensive customer base and offers a solution for holiday attire without the need for purchase.
Deliveroo is expanding its Deliveroo Shopping segment beyond food into categories including homeware, toys, flowers and cosmetics.
Deliveroo chief operating officer Eric French said: “This marks our first step into the fashion space, and we’re excited to welcome more partners to Deliveroo Shopping as we continue expanding the variety for our customers.”
In October 2024, Deliveroo partnered with Wilko, the home and garden retailer operated by CDS Superstores, to offer rapid delivery service in the UK.
