Hi! Welcome to
Diffuse Retail

Our Story

Before launching Diffuse Retail, I spent over a decade building a career in the market research sector, supporting a number of big high street retailers and I absolutely loved it. But something kept pulling at me. Being surrounded by the stats of the impact of fashion industry most days - it was difficult to unsee.

As a mum, I became more aware of the example I wanted to set — not just for my children, but for the future they’ll grow up in. And as a fashion lover, I couldn’t shake the discomfort of knowing that the industry I turned to for creativity and self-expression was also one of the planet’s biggest polluters.

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The stats are shocking — over £140 million worth of clothing goes to landfill every year in the UK alone. And the rise of fast fashion has left many of us caught between loving clothes and feeling guilty for the impact they create.

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That’s why I created Diffuse Retail: a destination where women can still enjoy fashion — guilt-free. Where they can rent or buy beautiful outfits from elevated, wearable designer brands without pressure, without waste, and without compromise.

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Every decision we make at Diffuse Retail is rooted in purpose:

• We select brands that sit in the bridge/diffusion tier — the sweet spot between quality and affordability.

• We avoid overproduction by keeping our inventory tight and intentional.

• We offer honest, human service — no algorithms, no hard sells. Just a team that truly cares.

• We show real women, in real bodies, with real stories — because representation matters.

• We believe in physical retail — our boutique is a core part of our identity. It creates space for deeper connection, confident styling, and the joy of shopping in person — something we think is missing in most rental experiences.
  (And yes, we really hope to open plenty more stores in the coming years (hopefully near you one day!).

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Being a small, independent brand gives us the freedom to listen closely to our customers and adapt with agility. It also means we’re driven by passion, not profit margins. And while we might be small right now — we’ve got big dreams for where this could go and the impact we want to make.

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Thanks for being here,
Hannah x