Australian couture bridal and ready-to-wear brand Klovia is the latest designer fashion label to launch a rental service, as consumers rethink the way they buy and wear clothes.

Founded by Australian designer Sylvia Ktori and her business partner Kony Diaman in 2018, Klovia offers bespoke gowns, ethically crafted in its Melbourne atelier, alongside a carefully considered edit of international, designer labels. 

But over the years, Ktori started to wonder why the business was spending “a huge amount of time creating these pieces that were being worn just once”. At the same time, customers were increasingly asking whether they could hire Klovia’s gowns instead of buying them. 

Ktori realised there weren’t any options for brides in Australia to rent couture gowns like the ones she offered, so she decided to create one. The brand launched its own rental service in late 2020, which allows customers to choose from a constantly refreshed range of couture fashion.  

This sets Klovia apart from the large number of fashion brands that are available for rent through third-party platforms like Rent the Runway and Glamcorner, and even the small but growing group of brands using white-label software like Caastle to offer rentals on their own e-commerce sites. Vince and Rebecca Minkoff are examples of this.

Here, we spoke with Ktori about the technical aspects of launching a rental service, and where she thinks the trend is headed in future.

Inside Retail: How does the rental process work at Klovia – can you walk me through the customer journey?

Sylvia Ktori: Sure. Step 1: Go online to klovia.com.au. Step 2: Browse our extensive collection of couture and designer ready to wear. Any questions about the style or fit can be answered via call, text, email, zoom or an online chat. Customers often share photographs with our stylists to assist with choosing the best fit.

Step 3: Select a style and a delivery date. We will take care of the shipping via DHL express. Step 4: Once the garment is worn, put it back into the box that it came in and book a free return via DHL express. We cover the return shipping cost and organise the dry cleaning.

We also offer appointments for bridal or any customers at our showroom in Cremorne.

IR: Going behind the scenes – are you using software specifically designed for rentals, are you handling the cleaning in-house, are the reverse logistics very complicated?

SK: We have designed a software platform specifically for Klovia and we work with one of Australia’s best dry-cleaning specialists. The reverse logistics is simple with customers booking a return online or via the phone.

Given you’re targeting the bridal market, I’m really curious about how you’ve addressed the need for alterations?

SK: Eighty per cent of the western world’s wedding gowns are produced in China so the majority of brides are currently buying sizes [rather than custom-fit gowns]. Klovia’s wedding dresses are made by specific sizing (outlined extensively online). We also offer free alterations and the option to come to the showroom in Melbourne.

Customers are welcome to come into our showroom and can book a 30-minute one-on-one appointment with one of our stylists via the website or via text or email. We are there to assist with fit and can offer ways to accessorise their look too.

IR: What are your overall thoughts on the rise of rental? Where do you see this going in the future?

SK: We feel confident that rental will continue to be embraced all over the world. Why buy a look or have one made to only wear once? Social media is also contributing; however, there is such a noticeable shift in consumers wanting to make more sustainable choices. Every time someone rents rather than buys they are contributing to a more sustainable future.