John Lewis is launching its first womenswear rental platform.

The UK department store, which has teamed up with rental platform HURR, said that the new service will include a range of its exclusive John Lewis brands and introduce over 20 new contemporary brands.

The company said the new platform will encourage a more sustainable way of shopping that “doesn’t cost the earth”.

According to a 2019 parliamentary report, the UK buys more clothes per person than any other European country.

Customers will be able to browse the rental collection on its website and choose to rent a garment for four, eight, 10 or 20 days with next day delivery if needed.

Once the items have been chosen, the clothing is posted directly to a customer's address. Included will be a pre-paid postage label for returns.

The items will be dry cleaned by HURR - using Oxwash responsible laundry services - and then rented again.

“Our new rental platform introduces new and exciting designers to our customers, encouraging them to support a more sustainable way to shop,” said John Lewis commercial director, Kathleen Mitchell. “Offering a stylish edit of new brands mixed with exclusive products from our own collections, this a truly unique proposition that cannot be found by any other high street retailer."

Mitchell added: “Shopping more sustainably shouldn’t have to cost the earth, that’s why supporting innovative partnerships can truly make a difference and help change consumer behaviours.”

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