The innovative fashion rental app, By Rotation, has launched a landmark pop-up shop located in Mayfair, London.
- Spanning five floors, the pop-up is part of Westminster City Council’s initiative to support emerging businesses with rent-free spaces.
- By Rotation’s store will feature an ever-evolving range of luxury and contemporary fashion items available for rental.
- The initiative is aimed at providing significant financial relief and design support to foster creativity within the retail market.
- Selected from a competitive pool of over 800 applicants, By Rotation has gained significant exposure within the fashion industry.
The fashion rental app By Rotation has taken a significant step in its growth by launching a pop-up store in the prestigious area of Mayfair, London. This development is part of the Westminster City Council’s “Meanwhile On” project, which is designed to provide retail spaces to innovative and emerging businesses. By Rotation’s pop-up, which spans five floors at 31 Brook Street, offers a rent-free space until the end of 2024, courtesy of support from the landlord, Royal Asset Management.
The pop-up store opened its doors on Friday, 25 October 2024, showcasing an assortment of high-end fashion items. Consumers visiting the store can explore a curated selection of partywear from esteemed luxury brands such as Gucci, along with contemporary labels like Sleeper. Additionally, footwear from Terry de Havilland is available for rent, while jewellery by Anisa Sojka can be purchased, offering a diverse range of options for fashion enthusiasts.
By Rotation, founded by Eshita Kabra-Davies, is gaining momentum with its sustainable business model that emphasises peer-to-peer rental. It boasts a community of 500,000 users worldwide, including 30,000 from the US. The concept allows individuals to rent fashion pieces directly from the pop-up, with rental prices starting from as low as £10 per day. The pop-up dedicates two floors for merchandising while utilising the other levels for office space and content creation, making it a hub for both fashion and business activities.
This ambitious project not only offers By Rotation the opportunity to expand its presence but also aligns with the Council’s goal of rejuvenating the local retail landscape. By Rotation’s selection as the site of this pop-up, from a total of over 800 applicants, underscores its growing influence and reputation within the fashion sector. Founder Eshita Kabra-Davies attributes the success to the platform’s innovative approach and has been recognised as a prominent figure in the industry, having been listed in the Drapers 30 Under 30 and the Drapers Power 100 of 2023.
This pop-up represents a significant milestone for By Rotation and sets the stage for further growth in the fashion rental market.
