HURR
HURR is a London-based fashion rental marketplace, founded in 2017, that combines a peer-to-peer lender community with brand-managed inventory to rent designer clothing and accessories to UK consumers for 4-30 day periods across 130+ brands.
- Company typePrivate
- Founded2017
- HeadquartersLondon, United Kingdom
- Headcount11–50
- GTM typeB2C
- OfferingDigital Commerce or Content
What HURR does
HURR is a London-based fashion rental marketplace founded in 2017 by Victoria Prew, operating exclusively in the United Kingdom (including Northern Ireland, Jersey, Guernsey, and the Isle of Man). The platform runs a dual model: a peer-to-peer marketplace where individual lenders monetise underused designer items, alongside a managed-inventory layer operated by HURR on behalf of brand partners. Users rent designer fashion at roughly 10-15% of retail value for periods of 4 to 30 days; HURR's integrated stack includes Stripe for payments and ID verification, Oxwash for garment care, multiple couriers (Royal Mail, DPD, Packfleet, FedEx), and a Deliveroo on-demand delivery integration supporting 20-25 minute fulfilment in selected cities.
The platform works with 130+ brands and counts John Lewis, Selfridges, Mulberry, Rat & Boa, and Nadine Merabi among its retail and label partners, spanning both consumer-facing rentals and brand-SaaS partnerships. Supporting modules include FLEX discount credit passes (Pro £99/£140, Premium £149/£225), HURR Protect lender insurance, Damage Protection for renters, HURR Loyalty Credits (5% back), a Resale marketplace (12% buyer fee, no seller fees), Fit Guarantee, Same Day Delivery for P2P, Filter Near Me location discovery, Collect in Person, and Multi-Item Cart bundling.
HURR monetises through a 15% service fee charged to both renters and lenders on the total rental cost (including delivery and cleaning), platform-margin on managed stock rentals, FLEX pass purchases, 12% buyer-side resale fees, Damage Protection add-ons (£7.50 / £9.99 bundle), lender-side HURR Protect fees (£3-10), and a 15% cut on lender charge requests. The business targets occasion-driven consumers (weddings, parties, events), travel and experience seekers (notably ski), fashion lenders monetising their wardrobes, and brands/retailers seeking circular-commerce infrastructure. As of 2024 the platform reports cumulative gross merchandise volume of £100 million; total disclosed funding is approximately $15.4 million across a 2021 seed and a 2023 Series A led by Praetura Ventures.
HURR firmographics
Firmographics- Name
- HURR
- Legal name
- HURR limited
- Website
- https://hurrcollective.com
- Company type
- Private
- Founded year
- 2017
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- HURR is a London-based fashion rental marketplace, founded in 2017, that combines a peer-to-peer lender community with brand-managed inventory to rent designer clothing and accessories to UK consumers for 4-30 day periods across 130+ brands.
- Ownership category
- akta.pro rank
HURR industry classification
Industry- Product category
- Fashion Rental Marketplace
- NAICS
- Consumer Goods Rental (5322), Formal Wear and Costume Rental (532281)
- SIC
- Retail-Apparel & Accessory Stores (5600), Retail-Women's Clothing Stores (5621)
- akta.pro primary industry
- Rentals & Lending (P2P) Marketplaces (CRAFAKAJ)
Keywords
Where HURR is headquartered
LocationHeadquarters
- HQ city
- London
- HQ country
- United Kingdom
- HQ region
- Europe
Offices1 record
Markets served
HURR business model
Business model- GTM type
- B2C
- Offering type
- Digital Commerce or Content
- Cost components
- Operations, Personnel, Marketing or Sales, Technology or R&D, Supply Chain, Infrastructure
Revenue model
- Peer-to-Peer Rental Commission: HURR charges a 15% service fee on the total rental cost (including rental fee, delivery fee, and cleaning fee) from both renters and lenders. For peer-to-peer rentals, lenders receive 85% of the total rental amount.
- Managed Inventory Rental: HURR operates managed stock from brand partners, handling the entire rental process including shipping and dry cleaning. Revenue is generated from rental fees with HURR retaining its platform commission.
- FLEX Credit Passes: Subscription-like credit passes offering discounted rental credits. Pro Pass provides £140 credits for £99 (29% discount), Premium Pass provides £225 credits for £149 (34% discount). Credits expire after 12 months.
- Resale Transaction Fees: HURR charges buyers 12% of the purchase price for resale transactions. Sellers retain 100% of the purchase price plus delivery costs with zero seller fees.
- Damage Protection Insurance: Optional Damage Protection add-on for renters at £7.50 per rental (£9.99 for bundles), covering minor repairs up to £75. HURR Protect for lenders ranges from £3-10 per rental depending on item value.
- Late Fees and Charge Requests: Lenders can request late fees from renters who return items late. HURR takes a 15% service fee on charge request amounts from renters, with lenders receiving 100% of requested amounts plus the fee.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Usage-based | Pay-as-you-go | Short-term rentals from 4 to 30 days |
| Transaction based/ take rate | Pay-as-you-go | Platform service fees for both parties |
| Subscription | Pay-as-you-go | FLEX Pro Pass - £140 credits for £99 |
| Subscription | Pay-as-you-go | FLEX Premium Pass - £225 credits for £149 |
| Other | Pay-as-you-go | ID Verification |
| Freemium | Pay-as-you-go | Referral program |
| Transaction based/ take rate | Pay-as-you-go | Resale buyer fees |
Go-to-market motion3 records
Distribution channels4 records
Marketing channels6 records
HURR product offering
Product offeringCore offering
HURR operates a peer-to-peer designer fashion rental marketplace in the UK, allowing individuals to lend and rent designer clothing and accessories. The platform combines a community-led P2P marketplace with HURR-managed inventory sourced from brand partners including John Lewis, Selfridges, Mulberry, Rat & Boa, and Nadine Merabi, giving renters access to 130+ designer brands at approximately 10% of retail rental cost over flexible 4 to 30-day rental periods.
Product overview
HURR operates as a dual-mode fashion rental marketplace combining peer-to-peer (P2P) and managed inventory models. The core platform enables users to rent designer fashion from community lenders or from HURR's managed stock from brand partners. Supporting modules include FLEX (discount credit passes), HURR Protect (lender damage insurance), Damage Protection (renter insurance), HURR Loyalty Credit (5% cashback), Fit Guarantee Policy, and Resale marketplace for buying pre-loved items. Additional features include Same Day Delivery, Collect in Person pickup, Multi-Item Cart bundling, Search by Image visual search, and Filter Near Me location discovery. The platform is exclusive to the UK including Northern Ireland, Jersey, Guernsey, and Isle of Man.
Differentiator
Problem solved
Functional benefit
Products and services
- HURR Rental Marketplace Peer-to-peer and managed-inventory designer fashion rental marketplace where individual lenders list their wardrobes and renters book items over 4, 8, 16, or 30-day periods. Includes ID verification, secure in-app messaging, and peer-to-peer collection.
- HURR Resale Pre-loved resale marketplace where buyers can purchase previously rented or owned designer fashion, with a 12% buyer fee applied at checkout and income paid out to sellers.
- FLEX Subscription-style discount credit pass for frequent renters, offering 29% or 34% savings on HURR rentals via Pro (£99.99) and Premium (£149.99) tiers with a set number of rental credits per month.
- HURR Protect Lender-side damage protection product that gives lenders coverage for damage, loss, or non-return of items rented out through HURR, offered as an opt-in insurance-style add-on to lenders.
- Damage Protection Renter-side protection add-on covering accidental damage to rental items during the rental period, available to purchase at checkout as an insurance-style product.
Quantifiable outcome
- Rental savings up to 90% off retail price
- +4 more outcomes
Companies that use HURR
Customer profileNamed customers6 records
Segments4 records
Ideal customer profiles3 records
HURR technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration8 records
Feature4 records
HURR partnerships and signals
Strategic signalPartnerships
Six partnerships are on record, tiered core.
- DeliveroocoreOn-demand delivery partnership enabling 'Dress to Door' fashion rental with 20-25 minute delivery in multiple UK cities including Manchester, Birmingham, Greater London, Kent, Northampton, and Staffordshire. Allows Deliveroo users to rent directly from local wardrobes run by women.
- John LewiscoreMajor UK department store partnership with HURR for fashion rental services, representing one of HURR's key retail partnerships for expanding brand visibility and customer reach.
- SelfridgescoreLuxury department store partnership including a rental pop-up collaboration with Rat & Boa. Selfridges represents HURR's presence in the premium retail segment.
- MulberrycoreBritish luxury leather goods brand partnered with HURR for rental services, expanding HURR's offering into high-value luxury accessories.
- Rat & BoacoreExclusive rental and resale partnership with London-based contemporary fashion label Rat & Boa. Features their coveted bohemian-luxe dresses from £15, with a pop-up in Selfridges.
- Nadine MerabicoreExclusive rental and resale partnership with London-based luxury womenswear label Nadine Merabi, offering hand-beaded evening gowns and sophisticated occasion wear.
Scale indicators5 records
Recent moves6 records
Expansion highlights6 records
HURR competitors and assessment
Company assessmentBroad incumbents
- Rent the Runway: US-founded pioneer of designer fashion rental, now offering subscription rentals for everyday and occasion wear; the established global category leader HURR competes against for consumer mindshare and brand RFPs.
- Vestiaire Collective: Global pre-owned luxury resale marketplace overlapping with HURR's HURR Resale module and competing for the same circular-fashion-conscious Gen Z/Millennial shopper.
- Vinted: Europe's leading secondhand fashion marketplace; competes for the same second-hand-affordable-luxury wallet share and recycling behaviour HURR is building with resale.
Direct peers
- By Rotation: UK-based peer-to-peer designer fashion rental app competing head-to-head with HURR in the same London/UK market, with comparable lender-driven inventory and occasion-wear positioning.
- My Wardrobe HQ: UK designer fashion rental platform offering peer-to-peer and curated wardrobes; directly comparable target customer (occasion-driven female renters) and similar brand-partnership model.
Others
- John Lewis Fashion Rental: The rental proposition inside John Lewis powered in part by HURR; relevant as both an enterprise customer and a competing/partnered retail-rental destination.
- Selfridges Rental: Selfridges' in-house and partner-led rental programme (which already hosts HURR pop-ups); a customer and potential channel partner as well as an internal capability benchmark.
Emerging players
- Dress X: Digital and rental fashion platform targeting sustainability-minded consumers; comparable on the circular-fashion narrative and the event-occasion use case.
- Armarium: Members-only luxury fashion rental focused on special-occasion dressing, overlapping with HURR's primary occasion-wear segment at the premium end.
- Tuinch: Earlier-stage UK peer-to-peer fashion rental marketplace targeting similar lender/renter dynamics with a more limited brand portfolio.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
HURR social profiles
Digital presenceHURR financial estimates
Financial estimateRevenue estimate
Valuation estimate
HURR leadership team
Management profileNumber of profiles
Profiles2 records
HURR funding detail
Funding detailFunding overview
Funding rounds2 records
Investors4 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
HURR M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about HURR
What does HURR do?
HURR operates a peer-to-peer designer fashion rental marketplace in the UK, allowing individuals to lend and rent designer clothing and accessories. The platform combines a community-led P2P marketplace with HURR-managed inventory sourced from brand partners including John Lewis, Selfridges, Mulberry, Rat & Boa, and Nadine Merabi, giving renters access to 130+ designer brands at approximately 10% of retail rental cost over flexible 4 to 30-day rental periods.
Is HURR a public or private company?
HURR is a private company. It is classified as venture growth investor backed and is currently operating.
When was HURR founded?
HURR was founded in 2017. It employs 11 to 50 people.
Where is HURR based?
HURR is headquartered in London, United Kingdom, in the Europe region.
How does HURR make money?
Six revenue lines are on record. Peer-to-Peer Rental Commission is the primary driver. The others are managed Inventory Rental, FLEX Credit Passes, resale Transaction Fees, damage Protection Insurance and late Fees and Charge Requests.
Who are HURR's main competitors?
Broad incumbents on record are Rent the Runway, Vestiaire Collective and Vinted. Direct peers are By Rotation and My Wardrobe HQ. Others are John Lewis Fashion Rental and Selfridges Rental. Emerging players are Dress X, Armarium and Tuinch.
Does HURR have an API?
No public API is recorded for HURR.
What industry is HURR in?
HURR's product category is Fashion Rental Marketplace. Its primary akta.pro industry code is CRAFAKAJ, Rentals & Lending (P2P) Marketplaces. Its NAICS code is 5322 and its SIC code is 5600.