Online fashion retailer Asos goes live with first ever rental edit on Hirestreet in the UK

Fast fashion big hitter, Asos, has launched its first ever rental edit in partnership with UK rental marketplace Hirestreet.

Available from today, the collection includes over 180 styles focused on women’s occasionwear dressing, with the wedding season firmly in mind.

Selected from Asos’ homegrown brands Asos Design, Edition and Luxe, these feature wedding guest outfits, bridal looks and bridesmaid dresses and includes curve, petite and tall sizing options.

With RRPs ranging up to £275, individual items can be hired for 4-, 10- and 30-day periods. Prices start from £20, and customers can also take advantage of Hirestreet’s 2-for-£35 offer.

Isabella West, CEO at Hirestreet, comments: ‘In the UK in 2023, the average cost of attending a friend’s wedding is over £500.”

“That’s why “wedding guest” is our most popular occasion category at this time of the year. We’ve loved working with the team at Asos to curate this collection, and we strongly believe this will be our most popular brand collaboration to date.”

Jag Weatherley, Corporate Transformation Director at Asos, comments: ‘Our customers love our wedding and occasionwear ranges designed for special events.”

“We’re delighted our new partnership with Hirestreet enables even more people to enjoy Asos’s unique fashion led styles. Clothing rental is a growing market offering exciting commercial potential while supporting our goal to be more circular.”

Secret Sales

Earlier this year, Secret Sales and Asos announced a new non-full price partnership, where visitors to the former’s platform will be able to shop from an initial selection of up to 1,000 products from the latter’s owned brands.

This will include Asos Design, Collusion, Reclaimed Vintage, Topshop, Topman, and Miss Selfridge.

It launches initially in the UK, with all of the selected discounted items no longer being available on Asos as products will be housed on Secret Sales.

Purchases will be fulfilled by Asos using its existing fulfilment infrastructure and capability, including packaging and shipping.

Jag Weatherley, Corporate Transformation Director at Asos, said: :“We’re pleased to be offering Secret Sales customers access to our products for the first time.”

“It’s been a huge effort from everyone involved to get this partnership up and running in a short space of time. We’re looking forward to seeing how we can develop our relationships with Secret Sales.”  

Matt Purt, Co-Founder and Chief Commercial Officer at Secret Sales, commented: “Our focus is in helping brands and retailers deliver a long-term sustainable and profitable solution to clear non-full-price inventory, without having to compromise on margin or erode brand equity.”

“We’re incredibly excited to be welcoming Asos to our seller community and supporting their long-term strategy for managing off-price inventory.”