Peer-to-peer clothing rental platform By Rotation will continue its Mayfair designer pop-up into the Summer, having introduced the in-person edit last October.
Taking over a five-story townhouse in London, House of ByRo enables customers to browse and rent designer fashion for less as well as purchase resale and lifestyle items in-store.
A company profile in the SubscriptionX report describes the platform as “the world’s largest shared wardrobe” and the world’s first social fashion rental app.
Its community of +300,000 “Rotators” rent, lend and resell designer fashion through an purely peer-to- peer rental model.
By Rotation’s aim is to transform fashion consumption by creating a community of subscribers who share, monetise and consume fashion consciously. The site currently has 62,000+ peer-to-peer designer fashion listings worth over £28mn in the UK alone.
Users can borrow quality pieces at a fraction of the retail price, and monetise their wardrobes by loaning to others. Founder, UK-based, India-born and Singapore-raised Eshita Kabra, came up with the idea while planning her honeymoon. She grew the site to more than 500,000 downloads and a staff of 12 in just three years.
By Rotation’s renting periods usually have a threeday minimum. There are also some rules on what can be listed (for example, no high street fashion unless it is from an exclusive collection). However, vintage pieces are allowed.
Renters are ultimately responsible for the item’s receipt and return and parties may rotate an item either in-person at a convenient public location through Tracked Royal Mail with receipts.
Some of the site’s top lenders say they have made more than £40,000 and the By Rotation community claims to have saved more than £6mn from renting rather than buying new.
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