British department store, Harrods, is launching a rental service in partnership with luxury rental marketplace, My Wardrobe HQ, as it looks to cash in on the growing demand for occasion wear and the return of in-person events.
Customers will be able to shop Harrods‘ rental edit directly at the retailer’s Knightsbridge location and through the My Wardrobe HQ website for prices starting at $32 for separate pieces to as much as $550 for unique gowns. Customers can either choose to rent items for anywhere between four to 14 days or purchase the items. Harrods’ collection has more than 1,000 statement pieces from designers such as Huishan Zhang, Rotate, Roksanda and Zimmermann, which have been released in the last 12 months.
My Wardrobe HQ will extend the logistics and marketing support, while Harrods will focus on curation and stock. Although Harrods’ partnership with My Wardrobe HQ is much bigger in terms of the size of the rental offering, it is similar to the luxury rental marketplace’s previous partnerships with other high-end department stores such as Liberty and Harvey Nichols, Business of Fashion reported.
Harrods’ move to launch a rental service comes at a time when the luxury industry is reassessing how it markets its products and services with consumers showing their loyalty to brands that are embracing sustainable practices. It also comes two months after Selfridges, another British luxury department store, announced the expansion of its rental service in partnership with rental platform HURR Collective.