Browns trials in-store fashion rental service

London-based retailer Browns Fashion has partnered with New York-based
Armarium, a company that rents evening gowns and luxury fashion, to trial
an in-store rental service.

Rather than discounting end of season collections, Browns is trialing a
selection of designer wear that can be rented for occasions.

The draw of renting a catwalk gown or luxury handbag is that you don’t need
to worry about the spend per wear, dry cleaning and storage. It also allows
for customers to have access to the most showstopping items on a runway,
pieces that often come with an unaffordable price tag.

“Through this partnership with Armarium, we are excited to explore life
beyond markdowns for the beautiful product that our teams have bought
season-over-season. Sustainability and inclusiveness are two subjects we
feel very strongly about, and with Armarium we are making a first step
toward extending the life cycle of our stock as well as offering the Browns
experience to a wider audience,” said Ida Petersson, women’s buying
director at Browns in a press release.

The Amarium x Browns pop up will run until 29 June and is available at its
South Molton Street location.

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Photo credit: Browns, Ronald van der Kemp SS18 floral gown