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Australian fashion retailer Oroton has launched a rental service in collaboration with recommerce company Rntr.
Oroton customers can now rent garments and accessories directly from its website, with new items being added monthly.
The official launch comes after Oroton and Rntr. ran a pilot last year with a curated selection of Oroton garments, with some garments reaching a 370% return on investment after 24 rentals and resales.
Oroton is now aiming to scale the model in-house.
"To complement our commitment to quality and utility, it was only natural for the business to expand into rental, extending the lifespan of our products while offering an accessible experience for our customers" Oroton CEO Jennifer Child said.
“As Oroton celebrates its 85th year, we are embarking on several sustainability commitments and more responsible consumption initiatives. One of the first we are excited to announce is our partnership with Rntr. to offer easily accessible rental options to our customer directly through the Oroton website.
Child said rental was a natural next step for Oroton in its overall contribution to waste reduction and responsible consumption.
"This is a great way to introduce customers to the brand or new products, but more importantly, the ability to access amazing pieces for special events on a rental basis only," Child said.
"We are excited to be the first major Australian brand to bring online integrated rental services to the market and offer new and existing customers a chance to engage with Oroton more sustainably as part of our commitment to responsible consumption and at an accessible price point for all of their short-term needs."
Rntr. cofounder Shanya Suppasiritad said the initial pilot shows the potential commercial opportunity for fashion brands in the recommerce space.
“It’s the only way re-commerce has a chance at reducing the number of garments produced and the resulting waste,” Suppasiritad said.
“Brands need ways to achieve growth with less product while remaining relevant to their current and future customers and engaging with them beyond an on-time purchase.”