London-based multi-brand store Browns has teamed up with luxury rental service Armarium, to offer its customers high-end fashions for loan for two weeks this summer.
Shoppers at the South Molton Street flagship, will have access to the US-based platform’s inventory, as well as some of Browns’ own stock that has been added especially, via a dedicated in-store pop-up space.
They will also be able to continue renting certain designer pieces from Browns online at Armarium after the pop-up has ended.
Holli Rogers, CEO of Browns, said: “Great styles are truly seasonless however the
customer chooses to engage with them. Armarium’s bought/ borrowed approach speaks to the topic of sustainability, therefore as a retailer we can extend the lifecycle of our products giving the client access to great pieces regardless of time, closet or pocketbook limitations.”
The notion of this so-called “shared economy”, has been picking up steam in the fashion industry, thanks to big players such as Rent the Runway. It remains relatively novel at the true luxury end of the market however, especially with in-season stock.
Trisha Gregory, founder of Armarium, told us: “There is a shift in the fashion retail landscape and a new generation of spending with a shared economy mindset. With a quest to deliver an elevated level of service, Armarium both protects brand integrity and ignites new clientele allowing brands to reach both traditional clients and new consumers.”
Added Ida Petersson, womenswear buying director at Browns: “We are excited to explore life beyond mark downs for the beautiful product that our teams have bought season on season. Sustainability and inclusiveness are two subjects we feel very strongly about, and with Armarium we are making a first step towards extending the lifecycle of our stock as well as offering the Browns experience to a wider audience.”