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Hurr opens rental pop-up in London's Selfridges

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today Feb 10, 2020
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Hurr Collective, the UK-based peer-to-peer wardrobe rental platform has taken a big step forward and has opened the first rental pop-up that department store Selfridges has hosted.


Hurr founder Victoria Prew



The company, which won the London Luxury Think Tank Sustainable Startup award, opened its new pop-up concession on Monday in the Contemporary Studio on the third floor and will be there for six months.

It said the link-up “will introduce Selfridges shoppers to the growing world of fashion rental, a market that is expected to reach a value of $1.96bn by 2023”.

The pop-up will showcase a curated range of 200 pieces from the Hurr website, with all of them selected to ensure that the overall offer can suit every occasion. That means there are dresses, accessories, outerwear and more from labels such as Rixo, Ganni, Mara Hoffman and Gucci. Items can be rented for seven days.

The pop up also houses an iMirror by Nobal Technologies, which is claimed to be the world’s most advanced interactive mirror, “allowing customers to combine the online and in-store offerings for an all-inclusive and bespoke experience”.

Hurr was founded by Victoria Prew as a business that would allow members to securely rent and lend wardrobes through the use of geo-tagging and importantly too, the pop-up will act as “a drop-off point for lenders looking to see a return on their investment pieces through the platform”.

The company said the Selfridges stock will rotate on a weekly basis and include curated London Fashion Week, Valentine’s Day and Holiday edits. 

The company will also host interactive workshops during its time at Selfridges and these will include sustainable fashion panel discussions, how to build an online brand and styling sessions.

Hurr isn't new to pop-ups, having previously hosted one in Belgravia in London, but the collaboration with Selfridges is clearly a a big move forward. The department store is one of the most prominent stores of its kind globally and has a massive amount of visitor traffic, including both UK-based shoppers and a large number of affluent international travellers.

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