SMCP’s premium Sandro label has entered the rental market in the UK in a deal with rental specialist Hurr that starts with the current SS23 collection.
It comes after a “successful” launch in the rental market in its domestic market, France, last year and as more and more brands feel rental is a key sector to be part of.
SMCP — which also owns Maje, Claudie Pierlot and Fursac — said Sandro has been “working on a more responsible approach to fashion” and this has seen a variety of initiatives. They include the launch of the Sandro Seconde Main (secondhand) service in 2021, the establishment of the Sandro solidarity fund — called Together for the Future — and the partnership with Fairly Made around traceability.
It added that its approach is a long-term one and last year, half of its women’s and men’s collections were made with “lower environmental impact” raw materials or manufacturing processes. Its 50% 2022 figure is being raised to a target of 60% for this year.
Hurr has become the rental partner of choice for a wide range of big-name brands. The B Corp-certified fashion marketplace launched in 2019 and has linked up with over 130 brands since then.
They include Coperni, Cecilie Bahnsen, Mulberry, Timberland, and John Lewis.
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