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Designer baby and children’s fashion rental service to launch in the UK

Babu, the UK’s first rental subscription service focusing exclusively on designer baby and children’s fashion, is set to launch on 1 June, 2022.

Designed for children from birth to four years-old, Babu offers monthly deliveries of carefully curated luxury pieces to be enjoyed for four weeks, before being replaced.

The company is working with influencers and stylists including Gayle Rinkoff, Louse Roe and Mary Charteris, to curate the collections, offering a personal shopping experience for children, while promoting planet-friendly luxury.

Each collection is made up of current and past season pieces from brand partners including Balmain, Caramel, Emilio Pucci, Gant, Il Gufo, Roberto Cavalli, Stella McCartney, Tartine et Chocolat, Tommy Hilfiger and more.

Babu aims for garments to be rented an average of 12 times, and all are cleaned and disinfected in house upon return using a wet cleaning and ozone technology process which delivers a better quality clean, which is kinder to skin, clothes and the environment, all run on 100% green energy.

Once garments reach the end of their lives, Babu passes them onto Xetrov, who convert them into renewable energy in an advanced thermal treatment process.

Founder Alice Horlick, Bella Nesselrode and Georgia Lombard were inspired to launch Babu after discovering how quickly children grew out of clothes.

Georgia commented: “On average, during their first four years of life, children go through 748 pieces of clothing, which is why we decided to focus on babies and smaller children.

“One of Babu’s mottos is slow fashion, fast, because we believe in helping our customers enjoy a wider range of high quality garments that are made to last. For less than the cost of buying one of our higher priced items, customers get to enjoy 10-15 impeccably presented pieces and change up their child’s wardrobe every month – with all garments sourced from exceptional luxury brands that are constantly striving to produce and operate in a more eco-friendly way.”

Bella added: “Rental offers a sustainable solution to fashion’s waste crisis and can reduce a family’s carbon footprint by up to 80%, which is why we are so excited to be harnessing the power of the sharing economy and circular fashion movement.

“Babu ensures that timeless designs that would usually end up in landfill will enjoy a full lifecycle and be disposed of responsibly, providing a mindful alternative to the traditional off-price and outlet models. We are delighted to be launching with so many of fashion’s forward-thinking big players on board.”

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