Fashion rental app By Rotation has launched a new pop-up store in Mayfair, London.
- This initiative is part of Westminster City Council’s “Meanwhile On” project, which provides retail spaces to innovative businesses.
- The pop-up, located at 31 Brook Street, features a curated selection of luxury and contemporary fashion, including brands like Gucci and Sleeper.
- Consumers can rent items directly from the pop-up, with prices starting at £10 per day.
- The venture seeks to enhance By Rotation’s peer-to-peer rental service, which boasts 500,000 users globally.
The fashion rental app By Rotation has strategically expanded its presence by opening a pop-up store in the heart of London’s Mayfair. Located at 31 Brook Street, this pop-up spans five floors and is part of Westminster City Council’s innovative “Meanwhile On” project, which aims to revitalise urban retail by offering spaces to businesses with forward-thinking concepts.
By Rotation’s pop-up is available to the public until the end of 2024. The initiative benefits from substantial support, including rent-free space provided by Royal Asset Management and additional backing from creative agency Someday Studios, covering business rates and design budgets. This initiative has made it possible for By Rotation to emerge as one of the 800 applicants selected to utilise this opportunity.
The pop-up promises a constantly evolving product selection, offering partywear from a range of esteemed brands—from high-end labels like Gucci to trendy names such as Sleeper. Footwear by Terry de Havilland and jewellery by Anisa Sojka further complement the offerings. Merchandising is smartly planned across two floors, while the upper floors serve as the company’s operational and content creation hub.
Integrating this physical location with By Rotation’s established digital framework, visitors can rent fashion items starting at £10 per day, facilitating a seamless and flexible fashion experience just in time for the peak season.
Since its inception in 2019 by Drapers 30 Under 30 alumna Eshita Kabra-Davies, By Rotation has thrived as a pioneer in the peer-to-peer fashion rental market. By Rotation aims to strengthen its platform, which has already attracted a substantial user base of half a million worldwide, including 30,000 in the United States.
The Mayfair pop-up not only strengthens By Rotation’s market presence but also showcases the potential of rental fashion in a premium retail setting.
