Rachel Hennessy’s Happy Days in Dublin provides a stylish and eco-friendly alternative to fast fashion, catering to women seeking occasion wear.
In the heart of Leopardstown, Dublin, a vibrant storefront marks the location of Happy Days, a luxury dress rental company founded by Rachel Hennessy, an entrepreneur with a background in accounting and experience at prestigious firms like KPMG and Google. Hennessy launched Happy Days in December 2021 in response to her growing disillusionment with the fast fashion industry, seeking to offer a sustainable alternative.
The business idea emerged during the COVID-19 pandemic when Hennessy began to reflect on her personal shopping habits. “Like so many business stories at the moment, it started during Covid,” she shared, emphasizing her transition from fast fashion to secondhand clothing through online resale platforms such as Depop and Vestiaire. Her experience revealed a vast amount of occasion wear available, often worn only once or still bearing tags, which inspired her to create a rental model.
Recognizing a target demographic of women in their thirties who frequently attend weddings and social events, Hennessy set out to provide a solution for those who preferred to wear dresses only a few times before they became redundant. The dress rental model not only promotes sustainability but also allows customers to access designer garments at a fraction of the retail price.
With a growing market for luxury dress rentals, Hennessy visited the UK to assess existing companies in the industry. Upon returning to Ireland, she conducted focus groups with friends to pinpoint consumer preferences. “The biggest thing was I really wanted a permanent location that people could go and try stuff on,” Hennessy explained, acknowledging her desire to create an inviting physical space for customers.
Hennessy secured initial capital through personal savings and shares acquired during her tenure at Google. She strategically developed Happy Days’ inventory by purchasing dresses from various sources, balancing between new and secondhand selections to provide an array of sizes from 4 to 26. The store opened with around 350 dresses, and on the day of its launch, the Happy Days website also went live, complementing the physical space.
COVID-19 restrictions led to a challenging start, with many weddings canceled or scaled back shortly after the opening. However, Hennessy noted that, in retrospect, it was not as detrimental as it could have been. As the business gained traction, the Happy Days Instagram account, initially modest in followers, soared to 55,000, significantly contributing to customer engagement.
The physical store has developed into a destination for clients traveling from across Ireland, especially as the wedding season approaches. Inside, the welcoming space features an array of dresses arranged by color, with eye-catching designs from well-known labels hanging alongside ski wear—an innovative addition in response to seasonal demand.
Renting a dress at Happy Days entails booking a three-day rental period, during which the client can enjoy the garment at home. The service includes delivery and collection by couriers, alongside environmentally friendly cleaning methods. Dress rental prices range from €30 to €250, depending on the designer and the piece.
Hennessy has noted an increasing cultural shift towards dress rental as a viable fashion choice, as the global apparel rental market has surged to a valuation of approximately $6.2 billion by 2023. Despite rising popularity, fast fashion remains a formidable industry player, exemplified by the widespread success of the app for the fast fashion retailer Temu.
As she looks to the future, Hennessy plans to expand the online store rather than open additional physical locations. Her inventory has reportedly increased to 800 dresses, thanks in part to the launch of a “managed rentals” segment. This aspect of the business allows individuals—including influencers—to rent out their dresses, further diversifying the offerings without the need for Hennessy to invest in additional stock.
Engaging with the community is at the forefront of Hennessy’s vision for Happy Days, which has included collaborations with various local brands and the introduction of a ‘female founders’ series showcasing different businesses in-store. Through hosting events, Hennessy aims to create meaningful connections with customers amid the growing digitization of retail.
Recently, she also launched a podcast, which, while not exclusively focused on dress rental, encompasses conversations about significant moments in life, occasionally touching on secondhand fashion.
Hennessy’s journey has been bolstered by supportive initiatives like the Going for Growth program, and she encourages budding entrepreneurs to explore similar mentorship opportunities. While her venture has seen positive outcomes, Hennessy has expressed concerns regarding the high VAT rate in Ireland, which she notes poses challenges for sustainable businesses. “There’s no tax incentives or tax breaks for a business that’s trying to be involved in a circular economy,” she stated, underscoring the contrasting environment in which established fast fashion brands operate versus smaller, sustainability-focused initiatives.
Source: Noah Wire Services
