Maternity brand Isabella Oliver launches rental service

Isabella Oliver, the UK-based maternity brand, has launched a rental programme in a bid to increase the longevity of maternity clothing and encourage customers to ‘go greener’.

With more and more high street brands entering the maternity sector, expectant mums have more clothing options than ever before. But maternity wear has a short lifespan, with most women wearing specialist stretchy jeans and other maternity pieces only from around 16 weeks into the pregnancy and until just a few week after giving birth, meaning maternity clothing is often not seen as worth spending a lot of money on.

To tackle this issue, Isabella Oliver is offering customers the option to rent clothing including partywear and key pregnancy essentials for a period of two weeks. Customers also have the option to buy the product outright and the concept does seem particularly well suited to the maternity sector.

Geoff van Sonsbeeck, co-founder and CEO of Isabella Oliver, said: “We are committed to reducing the environmental impact of clothing. Rental is just one of the ways in which we are developing a circular textile economy, eliminating the need for fast fashion and therefore reducing garments going to landfill.”

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