it from an exclusively store-based offer previously.

The retailer added in-store rental to its wider for-sale offer early last year for the first time via a pop-up in a deal with rental platform Hurr Collective.

Given the growth of e-commerce overall and the fact that it has stores in just a few UK cities, the move online will now put its rental service — which debuted on Friday — in front of a much wider audience.

This expansion is also through its Hurr Collective deal and uses Hurr technology but with the products being curated by the Selfridges buying team “from the best new-season womenswear, menswear and accessories”. Items are available to rent for four, eight, 10 and 20-day periods. Prices start at £20 for a four-day rental.

The Selfridges Rental edits comprise a wide selection of brands “from well known names, to cult contemporary icons giving more of our customers the opportunity to experience the very best Selfridges has to offer”, the company said. 

Victoria Prew, founder of Hurr, said the offer is built for the next generation of customers whose aspirations exceed their income, “yet it is also appealing to customers who can afford to pay full-price but want the convenience of swapping out last season’s fashion for current season”.