British retailer Marks & Spencer (M&S) has launched its largest ever rental collection through its partnership with the Hirestreet platform.
Customers can choose up to seven items from the 78-piece collection of jeans, footwear and accessories to hire for up to 30 days from £39 (US$45).
M&S says its partnership with Hirestreet, which launched in 2021, supports its commitment to circularity and its ambitions to be a Scope 3 net zero business by 2040.
The company says the new rental collection, which includes items from its M&S Collection, Autograph and Per Una brands, is its most versatile and best value to date.
It follows insight from the latest M&S Family Matters Index which found that one in six consumers was keen to try rental for everyday outfits. According to the M&S research, over one in 20 consumers had already used rental services, with that figure increasing to one in 10 amongst under 35s.
Richard Price, managing director of clothing and home at M&S, said: “As Hirestreet’s largest retail partner, we’re delighted to extend our rental offering for AW22. This season, we have introduced new everyday product categories whilst continuing to offer a selection of seasonal staples from partywear to knitwear.
“With value front of mind, we’ve worked closely with the team at Hirestreet to create the M&S Capsules – offering versatility, style and the trusted value customers expect from M&S.
“This season, it’s not just about what we offer, but how – this is just one of the ways we’re working to support customers as they look to lower their carbon footprint.”
Hirestreet founder and CEO Isabella West added: “M&S x Hirestreet Capsules are a global first for the rental market – they offer customers the ability to access multiple stylist-curated looks in a sustainable and incredibly affordable way.
“We are so excited to be working with M&S on this industry-shaping project, we believe it is exactly what is needed to move the UK rental market forward.”