Seed13 December 2021

HURR raises £4.1m in seed funding led by Octopus Ventures to scale its fashion rental platform.

The seed round was led by Octopus Ventures to support platform growth and white-label expansion.

£4.1MSeed

HURR operates a fashion rental marketplace that combines peer-to-peer sharing with white-label retail partnerships. The platform enables consumers to rent designer clothing and provides infrastructure for major retailers.

HURR has secured £4.1m in seed funding to expand its fashion rental platform and white-label operations. The investment round was led by Octopus Ventures, with participation from D4 Ventures and Ascension. The company intends to direct the capital towards scaling its operational capacity and enhancing its proprietary technology stack.

The business currently generates significant annualised revenues and aims to capture a larger share of the circular fashion market. By combining peer-to-peer rentals with retail partnerships, HURR provides infrastructure for major high street brands while supporting sustainable consumer choices.

From the founder

"I am absolutely convinced that the future of fashion is circular, and we are proud to be at the forefront of this accelerating consumer shift. In the UK alone, customers spend £2.7 billion on outfits they wear just once while more than $400 billion of clothing is discarded across the globe each year – another shocking statistic. As a millennial, I’m part of a generation that loves shared ownership. We’ve all witnessed the rise of disruptive tech-first businesses such as Airbnb and Uber and if we can rent our houses and cars, why not our wardrobes."

Victoria Prew

CEO at HURR

Investor perspective

"HURR is perfectly placed to capitalise on the shift towards new models of ownership and spearhead the transition to a more climate-friendly fashion industry. By operating the critical logistics functions needed for rental, it is able to provide a full-stack rental solution to existing brands, which in turn feeds the HURR platform with amazing breadth and depth of supply. We see a huge opportunity for scale and are excited to leverage our experience working with Depop as we partner with Victoria and her team."

Matt Chandler

consumer investor, Octopus Ventures