HURR launched in 2019, aiming to reinvent what ownership means for consumers through fashion rental. The business has a hybrid model: it operates its own marketplace where people can rent fashion from peers or directly from more than 130 designers and brands, and it provides white-label services allowing retailers, such as Selfridges, to offer their own rental offerings. In addition to these, HURR has opened a physical store in Selfridges London and formed a partnership with Depop to sell items that can no longer be rented.

The driving force behind HURR is Founder and CEO, Victoria Prew. She launched the business to give women the ability to participate in the latest trends without fuelling demand for more disposable fashion. She built the business from visiting lenders’ homes with a camera in hand, to a desk at Google’s Startups Campus, to a thriving online and offline community of renters and lenders.

Building a more sustainable planet is a core value for Octopus Ventures, and the team quickly recognised the shared values with Victoria when they first met her in 2020. The team also recognised the value they could bring to HURR by applying learnings from the likes of Olio, Cazoo, and Depop to the business. Octopus Ventures led HURR's £4.1 million seed round in 2021.

Matt Chandler of Octopus Ventures said: "Steering consumers away from overconsumption is something we care deeply about at Octopus Ventures. It is why we were early backers of Depop, and Victoria had a brilliant vision for how to do that. Not only did she have that vision, but she was executing beyond expectations—shifting to a hybrid business model and securing valuable, high-quality partnerships. We believe Victoria can reinvent how consumers view fashion."