ASOS and Hirestreet partner for the “biggest UK retailer-rental subscription service to date”

ASOS and Hirestreet have teamed up to launch what is described as “the biggest retailer-rental collaboration the UK market has seen to date”.

Having previously collaborated on a rental service the partners have now upped the ante with a subscription service to allow subscribers to rent five items per month for £75 and choose from a selection of 20,000 products, spanning casualwear, occasionwear, outerwear, footwear, accessories and more.

Items from ASOS and many of its partner brands are available from the subscription service, with key pieces including £250 ASOS Luxe gowns and £170 Columbia puffer coats. The October drop focuses on party and weekend wear for the upcoming festive season, with ski, work and SS25 collections promised in the future.

The launch was driven by a surge in demand, witnessed by Hirestreet, for the rental of casualwear. In Q1 2024, Hirestreet said it saw a significant rise in demand for casual items – total items dispatched to customers increased by 200% year-on-year with 40% of items booked being casual pieces.

This latest launch marked “a step forward” in the UK rental subscription market, which has to date lagged behind the US in offering this model, Hirestreet said,

CEO Isabella West commented: “The growth in the UK rental market over the last five years has been significant – we are now in a world where consumers actively consider rental as an alternative to purchasing when it comes to occasion wear. At Hirestreet, we have believed for sometime that subscription fashion would be the next big step forward for the UK rental market. It’s exciting to be working with a brilliant partner like ASOS to be delivering a first of its kind access model for a far greater share of a consumers fashion needs.”