Fashion rental technology platform Zoa has launched Rental Lab, a new innovation programme involving a number of major fashion brands. The aim of the programme is to define what an optimal circular commerce customer experience looks like, which will guide the evolution of its existing white-label solution. Zoa Rental Lab is an initiative bringing the UK’s leading fashion retailers together to shape the future of sustainable commerce. It aims to solve the existing challenges by putting the customer at the centre of the problem, and creating a streamlined experience across both circular models - rental and resale. Through a series of workshops, Zoa and Rental Lab participants will define what technology is needed to facilitate the rapid acceleration of circular business models.

“We’re very excited to kick off Rental Lab and to have participation from major brands. It’s clear that we need to build tech solutions that power circular experiences that consumers love, and that is easy for brands to adopt - and we can do this most effectively by working collaboratively with some of the biggest brands in the world” said Shan Mandora, Head of Commercial at Zoa Rental.

The programme is due to launch in the coming weeks, with more information available on zoarental.com.