Childrenswear rental platform, Borro, has launched a new pilot that enables parents to rent children’s clothing directly from participating brands’ online stores, providing an alternative to buying new. The initiative represents a significant advancement in integrating rental options into mainstream online retail, offering parents the flexibility to choose between buying brand new and renting.
Ducky Zebra, Wildgreen and Playtime Prints, all of which are already available through Borro, are the first brands to offer this rental option directly on their websites. The pilot offers a way to extend the life of their garments, reach new customers, and take part in a more circular model of consumption. Families benefit from increased flexibility and options, especially for children’s clothing that is often outgrown quickly. This approach also allows them to choose a sustainable alternative without altering their usual shopping habits.
Commenting on the pilot launch is Sarah Green, founder of Borro. “This pilot is about making rental visible at the moment families are making decisions. Parents are already shopping with brands they love, so offering rental at that point gives them a simple way to choose a more sustainable option without changing their habits.”
Borro was founded to make sustainable choices easier and more accessible for families, particularly at a stage of life where convenience often takes priority.
As a children’s clothing rental platform, Borro keeps high-quality baby and children’s garments in circulation for longer, allowing multiple families to benefit from the same carefully made pieces. When families choose to rent instead of buy, they actively cut down on waste, save money, and break free from the endless cycle of purchasing, storing, and having to resell or donate clothes that children soon outgrow.
“We’ve been working with Borro for a number of years, offering rental through its platform, so being able to offer it directly on our own website is an exciting next step,” says Sally Dear, founder of Ducky Zebra. “It makes it even easier for our customers to choose a sustainable way to shop, while giving our clothes a longer life and providing an affordable alternative to buying new”.
Vicky Parker, founder of Wildgreen, comments, “The launch of our direct rental platform, powered by Borro, allows us to offer rental as both a circular solution and a discovery tool. It enables new customers to experience Wildgreen through wear while contributing to a healthier lifecycle for children’s clothing, providing a natural pathway to long-term brand loyalty.”
“Making rental available directly on our website through Borro allows us to offer a simpler, more flexible way for customers to access Playtime Prints,” adds brand founder, Francesca Philson. “It brings rental into everyday shopping and makes high-quality, organic kidswear more accessible, while keeping well-made clothes in use for longer. We’re excited about the role this can play in encouraging more sustainable shopping habits over time.”
The pilot will run over the coming months, with Borro gathering insights on customer behaviour, engagement, and appetite for rental at checkout. The learnings will guide future rollouts and partnerships with other children’s brands.
For further information on Borro, please click here.