Net-A-Porter links with Hurr and By Rotation on rental pilot

By

Sandra Halliday

Published
November 30, 2023

It may seem rare for a retailer not to have a rental deal at present but many still don’t and luxury online specialist Net-A-Porter is only now dipping its toe into the water.

In time for party season, it has linked up with both Hurr and By Rotation for a curated rental service of 100 partywear dresses and accessory items from contemporary and luxury brands. They include 16Arlington, Clio Peppiatt, Coperni, Mugler, Paco Rabanne and Simone Rocha, starting at £30 for Hurr’s newly-added one-night-only rental.

And it’s the first time peer-to-peer rental platform By Rotation has partnered with a retailer.

The project could widen Net-A-Porter’s customer base and age range, particularly resonating with younger consumers who’ve embraced rental.

“Our first step into fashion rental brings an exciting opportunity to introduce [our] exceptional curation of partywear to new and broader audiences,” said Net-A-Porter and Mr Porter MD Vikki Kavanagh.

Net-A-Porter company is no stranger to circularity initiatives and launched resale in 2021, as well as repair services this year in a link-up with The Seam.

This rental move is clearly only in a test phase as it will end in January.