Over the past decade, countless startups have entered the rental and resale sector — many with circularity-themed names like Rotaro, By Rotation, Cercle or The Circle. More recently, the industry has been consolidating, hoping to bring various, otherwise fragmented, circular services under one roof and drive profitability, which has proven more elusive for rental than resale.

British company MyWardrobe HQ this week announced its third acquisition in as many years, snapping up luxury handbag rental platform Cocoon, which previously counted Kering among its minority stakeholders (the group divested Cocoon earlier this year, separate to the merger with MyWardrobe HQ). Together, the merged companies now represent 170,000 engaged users and over £10 million in managed inventory, they say, with

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