Victoria Prew, the visionary co-founder of the pioneering fashion rental platform Hurr and a distinguished alumna of the Drapers 30 Under 30 list, has announced her departure from the role of Chief Executive Officer, effective April 1, 2026. Her decision marks a significant pivot in her career as she intends to dedicate her focus to an undisclosed new business venture. This transition signals a notable moment for Hurr, which has been at the forefront of the sustainable fashion movement, and for the broader circular economy landscape.
The Genesis of Hurr and a Visionary Leader
Victoria Prew co-founded Hurr in 2018 with a clear mission: to democratize fashion rental and champion a more sustainable approach to consumption. At a time when the environmental impact of fast fashion was gaining critical attention, Prew identified a burgeoning market for a platform that allowed users to rent designer clothing and accessories, thereby extending the lifespan of garments and reducing waste. Her entrepreneurial journey was marked by a blend of keen business acumen and a deep commitment to environmental stewardship. A graduate with a background in real estate and an early career in investment banking, Prew brought a rigorous analytical approach to the fashion industry, a sector often perceived as less structured. Her inclusion in the Drapers 30 Under 30 list underscored her early recognition as a formidable force, celebrated for her innovation and leadership in reshaping retail.
Under Prew’s guidance, Hurr quickly distinguished itself from competitors by offering a peer-to-peer rental model alongside a curated selection of brand partnerships. This hybrid approach allowed individuals to monetize their wardrobes while simultaneously providing access to high-end fashion at a fraction of the retail price. The platform’s intuitive interface, robust authentication processes, and comprehensive insurance options built trust among its growing user base. Prew was instrumental in cultivating a vibrant community around Hurr, fostering an ethos of shared ownership and responsible consumption that resonated deeply with environmentally conscious millennials and Gen Z consumers. Her leadership style was characterized by a relentless drive for innovation, a strong emphasis on user experience, and an unwavering commitment to the company’s core values of sustainability and accessibility.
Scaling Impact: Hurr’s Milestones and Market Position
Since its inception, Hurr has achieved remarkable growth, transforming from a nascent startup into a significant player in the UK’s burgeoning fashion rental market. The company successfully navigated several funding rounds, attracting investment from prominent venture capital firms and angel investors who recognized the immense potential of the circular fashion economy. A Series A funding round in late 2020, reportedly raising £5 million, enabled Hurr to significantly expand its technological infrastructure, enhance its logistics capabilities, and invest in strategic marketing initiatives. This was followed by a Series B round in early 2023, securing an additional £12 million, which facilitated international expansion plans and deeper collaborations with luxury brands.
By early 2026, Hurr boasted a robust user base exceeding 300,000 active renters and lenders across the UK, with nascent operations beginning in select European cities. The platform listed over 50,000 unique items from a diverse range of designers, from independent labels to established luxury houses, reflecting its broad appeal. Strategic partnerships were a cornerstone of Hurr’s expansion strategy, including collaborations with major department stores like Selfridges and fashion retailers such as John Lewis, which integrated Hurr’s rental services directly into their online and in-store offerings. These partnerships not only provided Hurr with increased visibility and credibility but also demonstrated a growing acceptance of the rental model within mainstream retail. According to internal reports, Hurr’s operations contributed to saving an estimated 1.5 million items of clothing from landfill by the end of 2025, underscoring its tangible environmental impact. Its gross merchandise volume (GMV) saw an average annual growth of 70% over the past three years, cementing its position as a market leader.
Navigating the Evolving Landscape of Fashion Rental
The global fashion rental market has experienced exponential growth over the past decade, projected to reach an estimated value of $2 billion by 2027, according to a recent report by Grand View Research. This surge is driven by increasing consumer awareness of environmental issues, a desire for access over ownership, and the economic benefits of renting high-value items. Hurr’s success story is emblematic of this broader trend, positioning it alongside other prominent players like Rent the Runway and By Rotation. However, the market is not without its challenges. Logistical complexities, quality control, cleaning protocols, and the need for continuous inventory refresh demand sophisticated operational management. Moreover, convincing a wider demographic to embrace rental over purchase remains an ongoing educational effort.
Victoria Prew has been a vocal advocate for the circular economy, frequently speaking at industry conferences and contributing to policy discussions aimed at reducing fashion waste. She consistently emphasized that rental is not merely a transient trend but a fundamental shift in consumer behavior, essential for the long-term sustainability of the fashion industry. Her departure comes at a time when the sector is maturing, with increased competition and a greater need for differentiation and robust business models. Her vision for Hurr extended beyond merely renting clothes; it was about fostering a community, educating consumers, and proving that fashion could be both desirable and responsible.
Leadership Transition and Industry Reactions
In a statement released to stakeholders and the media, Victoria Prew expressed immense pride in Hurr’s achievements and gratitude to her team and partners. "Founding Hurr has been an incredible journey, and I am immensely proud of what we have built together," Prew stated. "We’ve transformed how people access and experience fashion, championing sustainability and community. I am confident that Hurr will continue to thrive, innovating and leading the charge in the circular fashion movement. While it’s bittersweet to step down, I am incredibly excited to embark on a new entrepreneurial path, which I believe will further contribute to a more sustainable future." While details of her new venture remain under wraps, sources close to Prew suggest it will also operate within the sustainability tech sector, leveraging her experience in building impactful, community-driven platforms.
The Board of Directors at Hurr acknowledged Prew’s foundational role in the company’s success. In an official communication, a spokesperson for the board stated, "Victoria Prew’s vision and tireless dedication have been instrumental in establishing Hurr as a leader in the fashion rental space. Her entrepreneurial spirit and commitment to sustainability have not only shaped Hurr but have also significantly influenced the broader industry. We thank her for her invaluable contributions and wish her every success in her future endeavors. The board has initiated a comprehensive search for a new CEO who will build upon Victoria’s legacy and steer Hurr through its next phase of growth, ensuring continuity and unwavering commitment to our mission." Interim leadership arrangements are expected to be announced shortly to ensure a smooth transition. Investors, including those from Hurr’s key funding rounds, reiterated their confidence in the company’s long-term strategy and market position, emphasizing the robustness of the business model Prew helped build.
Industry analysts have also weighed in on the news. Dr. Eleanor Vance, a leading expert in sustainable business practices at the London School of Economics, commented, "Victoria Prew’s stepping down from Hurr is a significant moment. It reflects the natural evolution of successful startups where founders often move on to new challenges once a company reaches a certain maturity. Her impact on normalizing fashion rental and pushing the sustainability agenda cannot be overstated. The challenge for Hurr now will be to maintain its innovative edge and community spirit under new leadership, while for Prew, this opens up exciting possibilities to replicate her success in other impactful ventures."
A New Horizon: Victoria Prew’s Future Endeavor and Hurr’s Path Forward
Victoria Prew’s decision to pursue a new business venture underscores the dynamic nature of entrepreneurship, particularly within the fast-evolving sustainability sector. While specifics about her next project are yet to be disclosed, her track record at Hurr suggests it will likely be an initiative with a strong focus on innovation, environmental impact, and potentially leveraging technology to solve systemic challenges. Her move could inspire a new wave of sustainable tech startups, demonstrating that significant impact can be achieved by disrupting traditional industries.
For Hurr, the transition period will be critical. The search for a new CEO will likely prioritize candidates with proven leadership experience in scaling technology platforms, a deep understanding of the fashion and retail landscape, and a strong commitment to sustainable business practices. The challenge will be to find a leader who can both honor Prew’s founding vision and introduce fresh perspectives to drive Hurr’s continued expansion and innovation. Potential strategic directions could include further internationalization, diversification into new rental categories (e.g., children’s wear, accessories beyond bags), or enhanced technological integration, such as AI-driven personalization for renters. Maintaining Hurr’s strong brand identity and community engagement will be paramount to retaining its market leadership. The company’s robust foundation, built under Prew’s leadership, provides a solid platform for future growth, regardless of who takes the helm.
Victoria Prew’s departure from Hurr marks the end of a remarkable chapter in the journey of one of the UK’s most impactful sustainable fashion startups. Her legacy is not just in building a successful business, but in shifting consumer perceptions and contributing significantly to the mainstream acceptance of circular fashion. As she embarks on her new venture, the industry watches with anticipation, eager to see how her innovative spirit will continue to shape the future of sustainable enterprise. Meanwhile, Hurr stands poised to continue its mission, guided by the principles Prew so passionately championed, as it navigates the exciting next phase of its evolution in the ever-expanding world of fashion rental.
