In collaboration with the rental-as-a-service platform Zoa Rental, French Connection has become the first major fashion brand in the UK to develop its own in-house apparel rental business.

The new option, French Connection Rental, would allow clients to rent individual pieces from the brand's current collection without requiring membership, unlike other companies' rental services. Zoa, the sibling business of apparel rental platform Hirestreet, provides the website's technology and integrated operations.

French Connection Rental will initially offer approximately 100 designs, with an emphasis on occasionwear, holidaywear, and workplace.

French Connection follows in the footsteps of Little Mistress, Marks & Spencer, Decathlon, and Misspap, all of whom have recently partnered with the rental platform Hirestreet.

Isabella West, CEO and Founder of Zoa Rental and Hirestreet said that growth in the rental business is outpacing traditional retail by 20x, driven by customer desire for sustainable, cheap fashion. This summer will be the busiest rental season in the UK's history. They’re thrilled to be assisting French Connection with the next phase of their rental adventure. They originally collaborated through a Hirestreet collaboration many years ago. Their inventory has always fared exceptionally well under a rental model, so releasing their own-brand offering is a logical next step.

Simon Donoghue, Retail Director at French Connection, said that they’re happy to be collaborating with Zoa to deliver luxury Highstreet to the hire client and support the constantly expanding desire for hiring. They’re really happy to present their product to this audience and to be at the forefront of this trend.

French Connection Rental offers items for hire for 4 to 15 days, with pricing starting at £10 for clothing worth up to £205.