London, December 06, 2025
Cocoon, the London-based luxury handbag rental platform, has merged with fashion rental and resale marketplace MyWardrobe HQ and acquired More Luxury Club, expanding its footprint in circular luxury fashion services. This move integrates subscription, rental, resale, sourcing, and logistics, aiming to create a comprehensive ecosystem for sustainable luxury goods.
Merger and Acquisition Details
In December 2025, Cocoon completed its merger with MyWardrobe HQ and acquired More Luxury Club. These strategic transactions center around consolidating Cocoon’s position in the growing luxury rental and resale market based in London. The combined operation is structured to offer an expansive circular fashion business model that addresses the evolving needs of consumers seeking sustainable and versatile luxury options.
Business Scale and Market Impact
The merger and acquisition bolster Cocoon’s market presence significantly. The combined entity serves over 170,000 users and manages an inventory valued at approximately £10 million. This operational scale enhances the company’s capacity to compete aggressively in the luxury fashion rental and resale sectors, responding to heightened consumer demand for circular economy solutions.
Integrated Circular Fashion Services
Through this consolidation, Cocoon is now able to provide a 360-degree service offering. Services under the integrated platform include membership subscriptions, luxury handbag rentals for periods up to three months, resale opportunities, sourcing, and logistics management. This comprehensive approach allows consumers greater access to luxury items and aligns with sustainability trends by promoting reuse and circularity in fashion consumption.
Member Benefits and Promotional Offers
Following integration, Cocoon introduced exclusive consumer offers. One notable promotion allows new members to receive three months of COCOON membership for the price of one month when joining through MyWardrobe HQ. These incentives underscore the operational synergies achieved and deliver tangible benefits to customers engaging with the expanded platform.
Strategic Implications for Circular Luxury Fashion
Cocoon’s merger and acquisition activities represent a deliberate effort to dominate the luxury circular fashion space. By blending rental, resale, subscription services, and logistics, the company is positioned to meet changing consumer preferences that prioritize sustainability, flexibility, and affordability in high-end fashion. This strategy not only advances Cocoon’s commercial objectives but also contributes to the broader transformation of the luxury goods market toward circular economy principles.
As the luxury fashion sector continues to evolve, Cocoon’s integrated model exemplifies how companies can innovate to provide both economic value and sustainable solutions. The expanded platform sets a precedent that could influence industry practices and consumer behavior in circular luxury markets globally.