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Inside GMD

Anna Bance Co Founder of Girl Meets Dress

Anna Bance Co Founder of Girl Meets Dress


anna bance lifestyle

Anna Bance co founder of Girl Meets Dress


1. Was it a light bulb moment when you came up with the basic idea of girl meets dress?

We were the first company to rent luxury fashion online and it is wonderful that Girl Meets Dress is now pioneering the way for rental as an exciting ecommerce category of its own.

The idea for Girl Meets Dress came to me while working as Head of UK PR for French Luxury brand Hermes. As we know, celebrities have always borrowed dresses for special events, and I noticed that with the proliferation of social media everyone is now a mini-celebrity in their own world, adding an increasing social pressure to a women’s inherent desire not to wear the same dress twice.

Launching Girl Meets Dress gave all women can have access to this luxury – being able to easily wear more relevant, trend led, time-sensitive fashions, while continuing to invest and buy only in those classic pieces which will stand the test of time.


2. How easy was it to get the business started up?

When Girl Meets Dress launched back in 2009, the recession mindset dominated which was fantastic timing for the concept.

It meant that “cost per use” was a huge driver, as being smart with money and where to spend it was highly regarded.

We operate in a similar way to that of another retailer, buying the stock from designer brands and then renting the items out to customers for between 10-30% off the retail value.

When researching the market we noticed the trend for fast fashion phenomenon which has been fuelled by mass market retailers’ abilities to manufacture and retail in very short time cycles. so much so that women now buy four times as much clothing as 30 years ago and the average woman has 22 garments in her wardrobe that she has never worn. We took this into consideration and established price points from here.

Retail and consumer habits are changing significantly, both in terms of expectations but also in terms of value. The growth in rental is testament to that change and also highlights consumers growing preference for experience over ownership.

In the past most people lived a more predictable, structured life. Most consumers aspired to own a home, and a car or two. There were certain days for work and days for play, clothes for work and other clothes for play, and so on.  Today, people are rapidly evolving how they live and work. What seems increasingly important to people is quality of experience, selection and convenience.


Anna Bance GMD

Anna Bance co founder of Girl Meets Dress



3. Being a novel idea altogether was securing finance by banks easy?

Girl Meets Dress.com raised a round of financing in 2013 from Global Founders Capital, the $200M fund from Rocket Internet’s Samwer brothers and former Delivery Hero co-CEO.



4. What it something that people were naturally drawn to or was it a bit of a hard sell hiring dresses?

I would say there had always been a potential market for the service we provide. I spotted a gap in the market for online luxury fashion rental after working as Head Pr for Hermes for a couple of years.

Now a days GirlMeetsDress.com provides millions of women the ability to rent designer dresses and accessories for a fraction of the retail price, allowing them to look and feel beautiful for all of their social events.



5. Your part of a sharing economy that is growing by the day. How do you think you fit into it?

When Girl Meets Dress launched back in 2009, the recession mindset dominated. It meant that “cost per use” was a huge driver, as being smart with money and where to spend it was highly regarded. But it was also clear that people have since realised that experience and time are the most precious commodities we have, and that consequently ownership is becoming more irrelevant than ever before.



6. Where do you see the business growing into?

We started International delivery in 2014 and have expanded into Europe, targeting customers from over 30 different countries including France, Germany, Spain and Italy.

The majority of all transactions are outside of London, enabling customers in all parts of the country to have global designers delivered to their doorstep. Customers can rent over 4,000 dresses from over 150 designers.

This is the first time designer rental has been made accessible in Europe. The expansion will enable customers in all parts of Europe to have access to global designer brands. The expansion into Europe aligns with the GMD team’s global ambition to build a brand combining e-commerce and merchandising expertise with a deep sense of innovation and luxury.


NEW SAMPLES: Introducing Argania Organic Moroccan Argan Hair Oil

How often do you straighten, blow dry and curl your hair for a night out? All that heat is damaging your hair, and that’s the last thing you want when you’re trying to look fabulous! Argania Organic Moroccan Argan Hair Oil is a fast absorbing treatment that instantly creates brilliant shine while smoothing and nourishing your hair. Made with certified organic argan oil and natural ingredients. It eliminates frizz between washes and gives hair instant lustre and body without leaving an oil residue. Not only that, it provides heat protection during styling and reduces blow drying time – what could be better?

Girl Meets Dress are giving every customer a sample of this amazing Argania Organic Moroccan hair oil to use before your big night out. Love it? Want to use it again and again? You can purchase it from boots here.

 Simply apply a few drops to palms and work through your hair, starting from the mid-section and working down. Allow a minute for absorption and then style as usual.Order now and receive your amazing free sample!

argania 2

My Favourite Red Dresses

By Anna Bance, Co-Founder of Girl Meets Dress

I don’t know about you, but I love wearing red dresses at this time of the year.
Last week I wore this Carven red bodycon dress for a night out at The Box in Soho,London.














Tomorrow night I plan to wear this red lace dress by HONOR GOLD to a dinner. I love trying the new dresses which arrive at Girl Meets Dress HQ and lace is everywhere as a trend right now. I find I am choosing more dresses with sleeves for evening events as they are more comfortable and warm without needing to add a jacket or shawl.



Below are some of my favourite red dresses from our red dress collection section on the website. And for the younger customers, why not use our special Advance Try on service to try on some on some potential red prom dresses in advance of your special night.




Party Dresses for the Party Season: Office Christmas Party

December will see party season hit it’s peak with the arrival of office Christmas parties. Avoid the dilemma of wearing the same  party dress as another guest and hire a dress with us. Let us take away the worry of wearing the same party dress twice and save you some pennies for the bar!

Office Christmas Party

Party dresses for the office Christmas party can be hard, it may be a social situation but you still want to look great and impress your work mates with what a fashionista you are. Hiring a designer dress with us will mean you’ll avoid the awkwardness of anyone having the same dress as you and you’ll save money from your pay cheque.


partydressesThe saying goes that if you look good , you’ll feel good. If that’s true then you’ll feel fantastic in this Herve Leger bodycon dress. With the confidence this curve creating piece will give you you could talk your way to that promotion.  If you spend your days in the office in unflattering suits or clothes that are more comfort than couture then the office party is your chance to switch on the glam and this Ruth Tarvydas Party Dress will do just that.  Party dresses don’t come much more impressive than full sequinned numbers and you’ll rival the angel at the top of the Christmas tree for sparkle and festivity in this Diva Sophia number.



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