M&S has launched a new clothing rental collection with Hirestreet in a move that marks the biggest ever retailer collaboration for the fashion rental platform.
The Spring launch is the second drop of M&S products on the site. The partnership first launched in November 2021, and the latest collection follows the success of the Autumn/Winter offering, where 98% of customers said they would rent M&S clothing again from the platform.
A further 95% of Hirestreet customers said they were “impressed” with the quality of their M&S products while nearly 90% would look to purchase from M&S in the near future.
The latest Spring collection is made up of 40 new season womenswear pieces from M&S’s in-house brands Autograph and Per Una, as well as for the first time M&S Collection, all available to rent from Hirestreet. Starting with 16 looks this week, new styles are set to be added throughout the season.
M&S said it has worked with Hirestreet to test and learn clothing rental behaviours. It found that while the fashion rental economy is typically associated with formal dressing, 53% of Hirestreet customers rented M&S products for casual social events.
Richard Price, MD of Clothing and Home at Marks and Spencer, said: “At M&S our focus is ensuring our product is more relevant, more often for our customers’ lives – that’s not just what we offer but how. We know customers are increasingly interested in the circular economy and rental which is why we started our exciting partnership with Hirestreet last year.
“The feedback so far has been great with Hirestreet users discovering the everyday style & value of our clothing on the platform. We’re continuing to test & learn this Spring/Summer with a new collection which is perfect for a range of occasions – including the holidays and special events we know consumers are really looking forward to.”
Rosie Hartman, strategy lead, Hirestreet added: “We are delighted to continue our partnership with M&S, with the launch of the Spring collection, making this our largest ever retailer collaboration. With a reputation for stylish and quality clothing, M&S items have proved popular from the moment they launched on Hirestreet.
“Clothing rental is often associated with special occasions, but the popularity of M&S clothes, many of which are versatile for any occasion, demonstrates how the future of fashion rental is changing – today rental fashion is more than just providing temporary access to designer items. We’ve thoroughly enjoyed working with the team at M&S to curate the perfect collection for the new season and can’t wait to hear the response from our customers.”