Country Road is entering the fashion rental market through a new partnership with Australia’s largest online fashion rental service, GlamCorner.

Major US retailers including Bloomingdales, Banana Republic and Urban Outfitters recently joined the clothing rental service market that is estimated to reach $1.86 billion by 2023, according to Allied Market Research. Generation Y has driven the growth as it saves money and wardrobe space, as well as reduces landfill created by discarded clothing.

Country Road managing director, Elle Roseby said the growth of rental fashion made it an obvious step for the brand.

“Our customer is changing how they engage with fashion. GlamCorner’s subscription model creates an opportunity to experiment with different styles and looks in a really easy way. It’s very important that we give customers the opportunity to access our brand on their terms and that’s why this partnership with GlamCorner is so significant.”

GlamCorner Premium is a subscription box service offered by the online clothing rental business. Subscribers can pay either $99 per month for one box of three designer items, or $149 per month for unlimited boxes. Through this partnership, GlamCorner Premium subscribers will now be able to access dozens of current season Country Road styles from October, with more styles to come later in the year.

“There will always be a customer who wants to own fashion pieces, but as people start to mix rental and ownership, this partnership ensures Country Road is available for both,” Roseby said.

GlamCorner co-founder and CEO Dean Jones said the partnership with Country Road is characteristic of how significant the shift to fashion rental is.

“We’re very proud for such an iconic Australian brand to be joining GlamCorner’s fashion rental offering. Country Road is known for creating high quality pieces that will last a long time, making them a perfect addition to the GlamCorner stable of brands.

“Our customers love the opportunity to access such elevated pieces while reducing their environmental footprint and we’re excited to be introducing Country Road as an enhancement to our rapidly expanding subscription box service.”

This announcement comes off the back of Country Road’s first 5 Star Green Star Flagship at Chadstone in Melbourne. The brand is also due to re-launch Fashion Trade in October, a program with Red Cross that enables customers to donate Country Road clothing in any Country Road store and receive a $10 voucher.