Selfridges named most affordable rental platform

By

Sandra Halliday

Published
May 18, 2023

Selfridges may be known for its high-priced fashion, but it’s also been named as operating the cheapest UK rental platform for 10 of the most popular rental labels’ dresses when booked over a four-day period.

The research, by savings site VoucherCodes.co.uk, said there were wide discrepancies in prices between Selfridges Rental, Hurr and By Rotation.

That’s despite the department store’s rental offer being operated by Hurr. VoucherCodes ascribed the difference there to the fact that consumers on Hurr can upload and rent out their own clothing, an option not available at Selfridges, with consumers who set their own price likely to be skewing the numbers.

Looking at prices between late March and early April, it showed that the price of renting a Reformation dress can vary up to 113% with a 91% discrepancy on a 16Arlington dress, 80% on Stine Goya and the smallest price difference being Zimmerman at 39%.

The company chose to look at dresses given that wedding season is getting under way and they’re a key rental category for this time of year.

The total average cost for all 10 popular wedding guest brands was £637.17 via Selfridges. At Hurr it was £795.50 and at By Rotation £1,049.34.

Nine out of 10 items were priced lowest on Selfridges Rental.

Other labels included in the study were The Vampire’s Wife, Rixo, Ganni, Needle & Thread, Bec + Bridge, and Self-Portrait.

VoucherCodes MD Maureen McDonagh said it’s unsurprising that rental services offered by retail giants, such as Selfridges, provide their customers with the best value for money, “as their business models create cost savings that are reflected in the prices offered to customers”.

“For smaller, up-and-coming rental services, offering customers value for money in alternative ways is key for business growth. Investing in a personalised customer experience will attract customers seeking help in selecting items that suit their style, occasion and budget. Loyalty schemes, off-season discounts and bonus discounts, such as birthday offers will help rental platforms stay competitive in this relatively new and exciting market”.