Zoa has introduced its integrated rental software, which is supported by fashion brands Asos, Zalando, M&S, and H&M Group to enable customers to rent garments directly from their favourite brand’s product pages.

Zoa’s integrated rental technology software claims to be the first of its kind to empower consumers to either rent or purchase items to keep while browsing through retailers’ websites.

The software company states that, unlike conventional white-label rental platforms, Zoa’s innovation integrates into retailers’ existing websites, allowing them to offer rental options alongside traditional sales avenues.

Founder Isabella West says: “So far we have seen around 20% of rental orders convert to an in-rental sale. The Zoa model gives customers a way to experience the brand at a reduced price without relying on ‘buy now, pay later’ schemes.”

Zoa boasts that since its debut 70% of consumers using the company’s technology on their chosen brands’ websites are newcomers to the brand.

The company explains its strategy resonates particularly well with the “try before you buy” mentality of modern consumers.

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By GlobalData

West continues: “Rental is such an exciting sector right now, and we are happy to now be offering the chance for brands to have this as an option on their website too.”

Zoa unveiled its Rental Lab back in September 2022 and described it as a next-gen circular commerce technology for fashion brands.

The fashion rental market has so far failed to attract UK consumers despite significant consumer shifts in consumption.