A charity-led dress hire venture in Subiaco has shut its doors less than two years after opening to make way for the suburb’s first dedicated Vinnies op shop.
Luxe Designer Fashion Hire officially closed its doors earlier this month after failing to generate enough profit to sustain its charitable purpose. Operated by St Vincent de Paul Society, the women-only dress hire business was run out of Subiaco’s Marketlane shopping centre since 2024.
Director of social enterprises Carl Prowse said while the concept had strong intentions — with profits aimed at supporting women in need across Western Australia — it ultimately did not resonate with customers as expected.
“It was women supporting women,” Mr Prowse said. “The range was good, the location was accessible, the service was strong — but it just didn’t seem to connect as much as we’d hoped.”
Luxe was the first dress hire business of its kind trialled by Vinnies anywhere in Australia. It featured about 1800 dresses at its peak, with a mix of donated and wholesale stock, and targeted events such as school balls and formal occasions.
Despite initial optimism amid a growing demand for its business model, the store struggled to turn a profit in a competitive hire market. “At the end of the day, it’s only profits that go back into supporting our services,” Mr Prowse said. “When something isn’t contributing, there’s only so long you can carry it before needing to change direction.”
Rather than persist with the struggling model, Vinnies has opted to pivot the space into what it knows best by opening an op shop. “We’ve always wanted a Vinnies shop in Subiaco,” he said.
The new op shop is expected to open by May 26, marking the charity’s first permanent retail presence in the suburb. The Subiaco store will stock a curated range tailored to local shoppers, while also playing a key role in Vinnies’ broader support network by distributing clothing through emergency relief programs.
“If someone in need receives a voucher, they’ll now be able to come into Subiaco and access clothing here as well,” Mr Prowse said.
Some leftover stock from Luxe will be gradually redistributed across multiple Vinnies stores over the coming months. While some of the Luxe employees are staying on to help out with the new op shop, the organisation has already attracted about 30 volunteers for the new Subiaco store, with more expected to join ahead of opening.
Mr Prowse said early community response suggested the shift would be welcomed. “Some people were disappointed to see Luxe go,” he said. “But many more are excited to finally have a Vinnies in Subiaco — and we think it’ll be embraced.”
