Hirestreet in "biggest ever retail collab" as new M&S collection arrives

By

Sandra Halliday

Published
Apr 13, 2022

M&S has announced the launch of its spring rental collection on Hirestreet in what is the rental platform’s biggest-ever retailer collab. Its new collection has landed in time for Easter and is geared up for holidays, staycations and events with products being available to rent from as low as £10.

Some 98% of Hirestreet customers who rented from the M&S AW21 collection that debuted there in November said they would rent an M&S product again from the online platform. And so far, the label “has proved to be the most popular brand for a ‘bundle’, with a quarter of all bundle orders containing an M&S product”. The bundle offer allows shoppers to rent multiple products.

So, now available on Hirestreet is the M&S Autograph Irish Linen Blend Belted Dress that sells for £89 but can be rented from £16.

That’s among 40 new season womenswear pieces from M&S’s in-house brands Autograph and Per Una, as well as M&S Collection for the first time. New styles will be added throughout the season. 

In addition, consumers can continue to rent best-sellers such as the M&S x Ghost satin midi wrap dress, which has been the most popular item for M&S on Hirestreet so far, outperforming other rental items by over three times. 

New for SS22 are also fresh product categories including trousers and jackets, such as the Cotton Rich Belted Utility Jacket that’s available to rent from £11.

The retailer said that since launching last year, its team has worked with Hirestreet to “test and learn clothing rental behaviours” and that although the fashion rental economy “is typically associated with formal dressing, 53% of Hirestreet customers rent M&S products for casual social events”.

Richard Price, M&S’s MD of Clothing & Home, said: “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 partnership with Hirestreet last year. The feedback so far has been great.”