Hurr Appoints Lauren Roberts CEO as Founder Prew Pursues New Venture

Lauren Roberts is officially running Hurr. The London-based fashion rental platform confirmed the appointment of Roberts as chief executive earlier this month, formalising a transition that had been quietly taking shape since Roberts stepped into the CEO role in June 2024. Founder Victoria Prew, who built Hurr from nothing at age 25 in 2018, has stepped back to focus on a new venture still in stealth mode.

Prew announced her departure via Instagram on March 30, and the message was warm but deliberate. "Lauren has been by my side building Hurr for years, first as COO, now as CEO," Prew wrote. "She knows this business inside out. The hard parts, the brilliant parts, and everything in between."

Roberts is not a parachuted-in outsider. She joined Hurr in 2021, first as a growth adviser before moving into the COO position she held for nearly three years. Before that, she spent close to a decade at Selfridges Group, where she built expertise in digital strategy, online trading, and brand planning. That retail infrastructure knowledge matters for a platform that has spent the past several years weaving itself into the supply chains of major UK retailers, counting John Lewis, Net-a-Porter, and Selfridges among its partners, alongside more than 130 premium brands.

The business Roberts is now running is meaningfully different from the peer-to-peer wardrobe-swap experiment Prew launched eight years ago. Hurr has raised $10 million in venture capital and operates a hybrid model combining community lending with white-label rental infrastructure for retail partners. Its most attention-grabbing distribution experiment, the Dress to Door partnership with Deliveroo, expanded in December 2025 to Manchester, Birmingham, and multiple additional UK locations after a successful London trial. The model is simple and genuinely novel: rent a Self-Portrait, Rixo, or 16 Arlington piece and have it at your door in as little as 20 minutes, via the same app you use to order dinner.

Prew, meanwhile, has been in what she describes as "stealth" mode since January 2026, writing publicly about deep research, a deliberate slowdown, and something she says she cannot stop thinking about. The specifics remain under wraps. What is clear is that she exits Hurr having built one of the few fashion-tech platforms in the UK to reach meaningful scale while raising venture capital as a female founder, a category that still captures roughly two percent of total VC funding.

Roberts inherits a platform with real commercial traction and a clear thesis: rental as infrastructure, not novelty. The Deliveroo partnership proves there is demand for on-demand circular fashion delivered at the speed of fast food. Whether Roberts can turn that proof of concept into a durable business model at scale is the question the next chapter of Hurr will answer.