Happy Days Rental is continuing its inclusive fashion mission by taking over Grá Arís, preserving a beloved plus-size rental collection and ensuring women of all sizes can access stylish, high-quality occasion wear across Ireland. We talk to Ruth McLoughlin, its owner and CEO, about the move.
What inspired the decision to partner with Grá Arís and take on its collection?
Accessibility has always been a core part of our ethos at Happy Days. From the very beginning, we’ve worked to ensure our service is genuinely inclusive. We don’t require appointments; we’ve always been size-inclusive, and we believe that luxury should be accessible to everyone. Every woman deserves that ‘ah?ha’ moment when she finds a piece she feels amazing in. While we have always stocked larger sizes, sourcing truly beautiful, well-designed dresses in that range has become increasingly challenging. When the opportunity arose to partner with Aoife and her beautiful collection, it felt like a natural fit. The collection is thoughtfully curated by someone who truly understands the plus-size market, not just in terms of sizing, but in fit, style and confidence. Partnering with Grá Arís allows us to continue living our values while offering something truly special to our customers, and it was an opportunity we simply couldn’t pass up.
Can you tell us about the moment Aoife first approached you, and what stood out to you about her mission?
Like many good relationships these days, it started with one of us sliding into the other’s DMs. From that very first message, Aoife’s passion was unmistakable. She wasn’t just talking about renting; she was talking about solving the problem, and you could immediately feel how personal that mission was to her. Aoife wasn’t pitching a business. She was explaining a feeling. Postpartum, navigating a changing body, wanting to show up to weddings and events feeling confident, it’s something so many women experience, yet so few brands truly design for. When she used the phrase ‘forgotten sizes club,’ it stayed with me. It was simple, but it said everything, and it perfectly captured why her mission mattered so much.
Why was it important to ensure that Grá Arís didn’t simply disappear when Aoife stepped back?
Because the problem won’t disappear. Grá Arís was never just about one founder; it was about a gap that still exists. Women in sizes 16–22 are still going to weddings, still looking for something beautiful, still wanting to feel seen. Despite the average Irish woman dressing around a UK14–16, fewer than 20% of Irish brands and under 5% of designer labels offer up to a UK 22, making true size inclusivity the exception, not the standard. Sizing above a 14 is often treated as an extension, rather than something that deserves its own fit, structure and consideration. And in rental specifically, there’s a perception risk; people assume demand won’t be there. To let it disappear would have meant letting women go back to having fewer options again. And that didn’t sit right with us.
How has customer response been to expanding your offering in this size range?
The response has been genuinely amazing. When we announced the expansion on Instagram, we saw a noticeable uptick in DMs and gained a significant number of new followers almost immediately. We were contacted by so many people with upcoming events who were excited to come in and see the collection in person. What really stood out was how clearly the feeling of being “forgotten” by other rental companies came through. Customers told us how hard it had been to find options elsewhere, and how seen they felt by this launch.
Happy Days was saved from closure last summer. How did that experience shape your approach to this new opportunity?
Since taking over Happy Days, we’ve had such a positive response. We celebrated our 10,000th order last September and had 3 dresses at the Oscars in LA this February. We are going from strength to strength, and with over 700 dresses, we will have something for all occasions, shapes and sizes. This experience deepened our empathy for others in the rental space. We know first-hand how passionate and loyal these communities can be, and how hard it is to build something sustainable. That’s why we’re always keen to support other rental platforms where we can collaborate, rather than compete, which has been a huge part of our journey forward.
What role do you think businesses like yours play in changing consumer behaviour?
We normalise new ways of thinking. Every time someone rents instead of buys, they’re rethinking ownership, moving away from fast fashion and making a truly sustainable choice. Change doesn’t happen in big statements; it happens in small, repeated choices and the availability to choose in the first place. From a sustainability perspective, any small change people can make helps the environment, and we are keen to expand the level of choice for people so that more people can make those choices.
There’s a strong theme of women supporting women here. How important has community been in your journey?
Community has always been central to Happy Days. We’re a female-owned business, and from the beginning, we’ve made a conscious effort to support other women, whether that’s through the brands we work with, the spaces we create, or the conversations we encourage. That focus really came to life during Female Founder February. We hosted Pilates classes, collaborated with various Irish brands, and ran a hugely successful sewing evening. Those events weren’t just about shopping or renting, they were about connection, creativity and bringing women together in a meaningful way.
What advice would you give to other women starting businesses with a social purpose?
Start with something real. You don’t need a perfect business plan, but you do need genuine insight. Something you’ve felt, experienced, or struggled with yourself. And then be visible. People don’t just connect with the product; they connect with you. That’s probably the hardest part, putting yourself out there in order to be understood.
What are your hopes for the Grá Arís collection now that it has a new home, and where do you see Happy Days Dress Rental going from here?
That it keeps doing exactly what it was built to do. That a woman tries on a dress and feels like herself again. That she doesn’t feel like she has to “make do.” That she feels considered. If we can continue that feeling, then the mission is still alive.
See the full collection of dresses to rent at happydays.ie
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