Department store chain Fenwick has launched a luxury designer clothing rental service, amid moves to get involved in the sustainable fashion sector.
Fenwick has teamed up with luxury-on-loan business Front Row London to launch rental services in its Bond Street London and Newcastle stores, giving customers access to some of the biggest designer names from around the world including Fendi, Gucci and Chanel.
The North East retail firm, which has nine stores across the UK, says the collaboration will allow customers to rent clothing by top and emerging designers straight off the runway, with items available in-store to rent from £42. Front Row’s fashions have been rented by women attending exclusive events in the social calendar, including Chelsea Flower Show, Ascot and Henley Regatta, since the firm was first launched in Mayfair in 2016, initially as an invitation only service.
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Customers looking for outfits for events book appointments at the firm’s London showroom to try on outfits ahead of their rental. The clothes are then delivered on requested start days.
Front Row has connections with a full A to Z of famous and up-and-coming designers, with clothes and accessories available from the likes of Alexander McQueen, Balenciaga, Chloe, Dior, Dolce & Gabbana, Giles Deacon, Hermes, Jimmy Choo and Vera Wang. The company also has a lenders community, in which members can list their designer clothes to be rented out.
Fenwick’s partnership with Front Row will involve a similar systen, giving customers access to hundreds of styles from the rental collection. Fashion fans in the North East will be able to book their outfit to rent for either three days or five days before returning it, trying outfits on in advance after booking appointments with Fenwick’s personal shopper service. While in-store, Fenwick bosses hopes customers will also complete their outfits by buying accessories, shoes and make-up.
At the Newcastle Fenwick store on June 24, customers can also book in for 30 minute sessions, complete with canapes and prosecco, where the fashion team will guide them through the Front Row clothes available.
Leo Fenwick, head of brand at Fenwick, added: “Fenwick is launching this rental service with Front Row as part of a global shift to a more circular fashion future. By choosing to rent through Fenwick, customers are helping to extend and enrich the life of the garments, whilst reducing their impact on the planet. As a result, they are also adding to the story and memories each piece holds.”
Shika Bodani, founder at Front Row London, said: “We are so excited to partner with Fenwick at their Bond Street flagship and Newcastle locations, allowing customers the option of a sustainable rotating wardrobe for their upcoming occasions. Whether you’re looking for that show-stopping gown or a holiday wardrobe, the Fenwick x Front Row collection has got you covered.”
The new initiative marks the latest stage of Fenwick’s modernisation programme, following the launch of a website and rationalisation of its UK estate over recent years. Fenwick’s CEO John Edgar, who was appointed at the start of the first lockdown in 2020, has been steering the transformation strategy at the business.
He has previously spoken of his confidence that the High Street and department stores could survive the combined onslaught from online shopping and Covid-19 by differentiating themselves from traditional stores, by introducing new experiences and services for customers.
The company has focussed heavily on its online offer as well as bringing in new brands, especially within high-end leisurewear, and investing in store fit-outs.
