By Rotation, a leading fashion rental platform, unveils an innovative pop-up store in London’s prestigious Mayfair, contributing to the ‘Meanwhile On’ project by Westminster City Council.
- The pop-up spans five floors at 31 Brook Street, offering a diverse range of luxury and contemporary fashion brands.
- With significant support from Westminster City Council and Royal Asset Management, the pop-up offers a rent-free experience for By Rotation.
- The store features an evolving selection of partywear, footwear, and jewelry, available for rental and purchase.
- By Rotation’s pop-up highlights the platform’s peer-to-peer rental service, showcasing its impact with a global user base.
By Rotation, the renowned fashion rental app, has made a significant move by opening a pop-up store in Mayfair, London. The store is part of the Westminster City Council’s ‘Meanwhile On’ project, aimed at providing retail spaces to innovative businesses. This initiative not only offers a unique opportunity for By Rotation but also grants relief on business rates and support in store design, thanks to creative agency Someday Studios.
Occupying five floors at 31 Brook Street, the pop-up store is set to captivate consumers from October 25th to the year’s end. The store premises have been offered rent-free, made possible by Royal Asset Management’s backing. By Rotation’s selection from over 800 applicants underscores the brand’s rising influence in the fashion rental industry.
The pop-up presents an array of partywear, featuring well-regarded names from luxury brands like Gucci to contemporary labels such as Sleeper. Complementing the apparel, consumers can also rent footwear by Terry de Havilland and purchase jewelry from Anisa Sojka. As the pop-up continues, the range of products will evolve, ensuring fresh and stylish choices for shoppers.
The innovative strategy of By Rotation is rooted in its peer-to-peer rental model, which the Mayfair pop-up exemplifies. With a substantial global user base of 500,000 and a robust presence in the United States with 30,000 users, the platform enables consumers to rent items directly from the pop-up, with prices starting at £10 per day. The layout of the pop-up, with merchandise displayed over two floors, while upper floors serve as office spaces and content creation areas, reflects a well-thought-out design.
Eshita Kabra-Davies, the visionary founder of By Rotation and a member of Drapers 30 Under 30 alumni, continues to innovate and expand the brand. Her recognition within the Drapers Power 100 list further highlights her influence within the fashion industry.
By Rotation’s Mayfair pop-up exemplifies innovative retail solutions, offering consumers a fresh, rental-focused fashion experience.
