My wardrobe.com

What My wardrobe.com does

My Wardrobe HQ (MyWardrobeHQ Ltd, Company No. 11431168) is a UK-based circular fashion platform that enables consumers to rent, subscribe to, and resell pre-owned luxury designer clothing, accessories, and footwear. Founded in 2018 and headquartered at 86-90 Paul Street, London, with a registered physical presence inside Harrods' Women's Contemporary Department on the 4th Floor, Knightsbridge, the company built a web-based marketplace connecting individual and brand consignors with renters and buyers. The underlying platform supports three core consumption modes: per-item rental, monthly subscription (Silver at £59/month for 2 items and Gold at £79-99/month for 4 items), and direct resale, with payments processed via Stripe, PayPal, and Klarna's Pay-in-3 instalments and logistics handled by third-party couriers and cleaners.

The business operates on a multi-stream revenue model combining recurring subscription fees, per-transaction rental fees (with £50/day late-return charges), and marketplace commissions on consigned resale and rental items, where vendors receive 60% of net proceeds and MyWardrobeHQ retains 40%. Authentication, photography, pricing, and fulfilment are managed in-house for fully managed consignment partners, while drop-ship vendors dispatch their own inventory. Eco-Age Brandmark accreditation underpins a sustainability narrative, and brand partnerships span Harrods, Burberry, Giambattista Valli, and Emilia Wickstead. In 2025 MyWardrobeHQ merged with Cocoon Group, acquired the Cocoon luxury handbag rental platform in November 2025, and subsequently acquired More Luxury Club in December 2025, forming what the company describes as the industry's first integrated circular fashion super-ecosystem combining co-ownership, subscription, peer-to-peer rental, and resale under the Cocoon name. As of late 2025/early 2026 the standalone MyWardrobeHQ brand is winding down, with a final clearance sale of up to 90% off running across the website ahead of a full migration to the Cocoon platform.

Name

My wardrobe.com

Legal name

MyWardrobeHQ Ltd

Website

https://mywardrobehq.com

Company type

Private

Founded year

2018

Operating status

Closed

Headcount range

51–100 employees

Short description

My Wardrobe HQ is a UK-based circular fashion marketplace enabling consumers to rent, subscribe to, and resell pre-owned luxury designer items, with operations now being absorbed into the Cocoon Group following the 2025 acquisitions of Cocoon and More Luxury Club.

Ownership category

akta.pro rank

Product category

Luxury Fashion Rental & Resale

NAICS

Clothing and Clothing Accessories Retailers (458110), Clothing and Clothing Accessories Retailers (4581)

SIC

Retail-Apparel & Accessory Stores (5600), Retail-Women's Clothing Stores (5621)

akta.pro primary industry

Luxury Fashion & Designer Department Stores (CRAGADAC)

akta.pro secondary industry

Off-Price Department Stores (Apparel-Led) (CRAEABAB)

Keywords

• Luxury fashion rental
• Designer resale marketplace
• Circular fashion subscription
• Pre-owned luxury consignment
• Garment rental platform

Headquarters

HQ city

Nottingham

HQ country

United Kingdom

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

Operations, Personnel, Marketing or Sales, Technology or R&D, Infrastructure, Supply Chain

Revenue model

1. Subscription Revenue: Monthly subscription fees from rotating wardrobe plans. Silver plan at £59/month for 2 items; Gold plan at £79 first month then £99/month for 4 items. Revenue is recurring and predictable from active subscribers.
2. Rental Transaction Fees: Rental fees charged per transaction when customers rent inventory items. The platform facilitates peer-to-peer and managed inventory rentals, earning a commission on each rental. Late fees of £50/day also apply for late returns.
3. Resale / Secondhand Sales: Commission of 60% of net selling price to MWHQ (vendor receives 60% commission) on pre-owned designer items sold through the platform. All inventory is pre-owned/secondhand upon arrival.

Pricing tiers

Go-to-market motion3 records

Distribution channels3 records

Marketing channels5 records

Core offering

My Wardrobe HQ (MWHQ) operates a circular fashion platform enabling consumers to rent, subscribe to (Silver £59/month for 2 items, Gold £99/month for 4 items), or buy pre-owned luxury designer clothing, accessories, and footwear from 500+ brands including Chanel, Burberry, Hermès, Jacquemus, and Zimmermann. The platform runs a vendor consignment marketplace where individuals and brands list pre-owned items; MWHQ handles authentication, photography, pricing, logistics, cleaning, and delivery, retaining a 40% commission while vendors receive 60%. A Harrods retail concession provides physical access.

Product overview

My Wardrobe HQ operates as a circular fashion platform offering three core service models: rental (with optional subscription plans), resale (direct purchase of pre-owned items), and vendor consignment. The Silver subscription (£59/month for 2 items) and Gold subscription (£79-99/month for 4 items) provide rotating wardrobe access with unlimited swaps and the option to purchase items the subscriber falls in love with. The vendor consignment program enables individuals to monetize their pre-owned luxury items, with MWHQ handling authentication, photography, and logistics while splitting proceeds 60/40. A physical Harrods concession provides brick-and-mortar presence. As of late 2025, MWHQ has merged with Cocoon to form a unified circular fashion hub under the Cocoon name.

Differentiator

Problem solved

Functional benefit

Products and services

• Designer Rental Service Per-transaction rental of luxury designer clothing, bags, accessories, and footwear available to individual consumers. Items are delivered and returned via MWHQ logistics, and customers may opt to rent on a one-off basis.
• MWHQ Subscription Plans (Silver and Gold) A monthly rotating wardrobe subscription offering Silver (2 items/month at £59) and Gold (4 items/month, £79 first month then £99) plans for unlimited swaps, with the option to purchase any rented piece. Targeted at fashion-conscious consumers seeking continuous wardrobe variety.
• Designer Resale Direct purchase of pre-owned luxury designer items at reduced prices, including ready-to-wear, bags, and accessories. Inventory is cleaned and inspected before dispatch, with prices reduced 20% after 3 months and 50% after 6 months on certain pieces.
• Vendor Consignment Program A consignment service for individuals and luxury brands to monetise pre-owned designer items via the MWHQ platform. MWHQ handles authentication, photography, listing, pricing, cleaning, storage, and dispatch, while vendors earn a 60% commission on rental fees and resale proceeds.

Quantifiable outcome

• Clearance sale offers up to 90% off original retail prices
• +2 more outcomes

Named customers1 record

Segments3 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration4 records

Feature2 records

Partnerships

Three partnerships are on record, tiered core.

• More Luxury ClubcoreStrategic or Co-development Partner · 5 December 2025Cocoon Group acquired More Luxury Club (MLC), a fractional ownership platform, months after merging with MyWardrobeHQ. This addition brings co-ownership to Cocoon's existing subscription, peer-to-peer rental, and resale services, enabling a 'cascade model' where luxury items can flow between tiers — co-ownership, subscription, and resale — to maximize lifetime value of each asset.
• CocooncoreStrategic or Co-development Partner · 20 November 2025MyWardrobeHQ announced its third acquisition in as many years, acquiring luxury handbag rental platform Cocoon — which had previously counted Kering among its minority stakeholders — to form a unified circular fashion hub under the Cocoon name. The combined entity represents 170,000 engaged users and over £10 million in managed inventory, with brand partnerships spanning Harrods, Burberry, Giambattista Valli and Emilia Wickstead. The acquisition creates the industry's first integrated 'super-ecosystem' for circular luxury fashion combining co-ownership, subscription, peer-to-peer rental, and resale services.
• HarrodscoreChannel Partner/ Reseller/ DistributorMyWardrobeHQ operates a physical retail concession within Harrods department store's Women's Contemporary Department, 4th Floor, 87–135 Brompton Road, Knightsbridge, London SW1X 7XL. This provides in-store presence in one of London's most prestigious luxury department stores.

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Cocoon (handbag rental): Luxury handbag rental platform that merged into MWHQ's parent entity. Now part of the same group; previous Kering-backed competitor in adjacent luxury-rental verticals.
• Rent the Runway: US-based pioneer of designer fashion rental and subscription with a comparable rent/subscribe/buy model. Closest functional analogue to MWHQ's subscription and rental offering, though at much larger scale.
• Hurr: UK-based peer-to-peer luxury fashion rental marketplace, recently acquired by Vestiaire Collective. Direct competitor in the same London-centric circular luxury space as MWHQ, with overlapping customer base.
• Armarium: US-based luxury fashion rental and styling service. Closely comparable rent-and-buy proposition for ultra-premium designer pieces at similar price points to MWHQ.
• By Rotation: UK-based peer-to-peer designer fashion rental app. Comparable P2P rental mechanics, similar target demographic of fashion-conscious UK consumers, and direct overlap with MWHQ's consignment-style model.
• Vestiaire Collective: Global pre-owned luxury resale marketplace with authentication. Overlaps with MWHQ's resale and vendor consignment streams and now owns Hurr, intensifying competition in UK circular luxury.
• The RealReal: US-based authenticated luxury consignment and resale platform. Comparable marketplace-commission model with authentication, targeting overlapping luxury-brand inventory and fashion-conscious buyers.

Emerging players

• Depop: Peer-to-peer secondhand fashion marketplace popular with Gen Z. Overlaps with MWHQ's consignment and resale model at lower price points and broader fashion categories.
• Vinted: Large C2C secondhand fashion marketplace with strong UK presence. Adjacent competitor for resale-side wallet share from MWHQ's vendor consignment sellers.

Broad incumbents

• Selfridges: Iconic UK luxury department store. Comparable through the Harrods-style physical retail layer and brand-portfolio breadth, though Selfridges sells new rather than pre-owned/rented.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• Instagraminstagram.com/mywardrobe_hq
• Facebookfacebook.com/mywardrobefashion

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds1 record

Investors1 record

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about My wardrobe.com