Mulberry links with Hurr for bag rental as it dives deeper into circularity
Luxury leathergoods brand Mulberry is linking with rental platform Hurr on a UK initiative to allow customers to rent the brand’s “most iconic bag styles, including the bestselling Alexa and Bayswater”.
It's part of a wide-ranging sustainability programme on the part of the firm and is also a way of perhaps attracting new customers to the label with consumers able to try it out on a rental basis before committing considerable sums to buying.
The selection spans clutch, shoulder and crossbody styles, and targets a range of uses from the everyday to special occasions in both neutral tones and bright seasonal colours.
And bags that reach the end of their rental lifespan on Hurr will be “restored by the skilled artisans at Mulberry’s Lifetime Service Centre in one of its carbon-neutral Somerset factories”. The company said they will then “be made available as good as new on the brand’s pioneering circularity programme, the Mulberry Exchange, ensuring that each and every Mulberry bag can have many lives”.
The company introduced the resale-focused Exchange just before the pandemic in February 2020 for the UK and later expanded it to the US.
Mulberry CEO Thierry Andretta said its new link-up with Hurr is “another step towards transforming our business to a regenerative and circular model. Alongside the Mulberry Exchange, our circular economy programme, Hurr will offer our customers another responsible and mindful way to experience Mulberry.”
Meanwhile, Hurr CEO Victoria Prew said the rental platform has been seeing “record-breaking demand levels across all brands”.
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