Westfield London is partnering with the world’s first fashion rental app, By Rotation, to host the brand’s first ever physical pop-up store this summer.
The platform will welcome By Rotation’s online community in person at the store from 1st – 12th July. As well as showcasing top items from the app, By Rotation will also be hosting panel discussions, workshops and sustainability masterclasses.
The fashion rental platform, founded by Eshita Kabra-Davies in 2019, allows users to lend and rent their wardrobes. Kabra-Davies started the platform determined to transform the way fashion is consumed, enabling consumers to do good for their wardrobes, their wallets and the planet all at the same time. The app now has over 70,000 users from all over the UK.
The 3,300 sq ft store will showcase a full collection of garments and accessories available to rent in an apartment-style space, as well as rentable furniture and homewares from Studio Arva, celebrating the opportunities for the rental market across consumer’s homes and lifestyles.
Popular brands including The Vampire’s Wife, Rixo and Ganni will be showcased in the pop-up with prices starting from as little as £3 per day.
Harita Shah, marketing director UK and creative, media, events, & brand for Europe, at Unibail-Rodamco-Westfield commeneds: “Our partnership with By Rotation builds on our legacy of the rental retail trend which will continue to grow, with 50% of high income shoppers wanting to rent product rather than buy. We love the concept of keeping your wardrobe fresh and style on point whilst being friendly to the planet so look forward to our shoppers browsing and renting the full By Rotation collection in real life this summer.”
Eshita Kabra-Davies, Founder of By Rotation comments: “I’m so excited to bring our By Rotation community together at last in real life at Westfield London. We’re building an extremely special network of lenders and renters on the app, and I know the pop up will extend this further, inviting a new audience into our space to see the fantastic opportunities rental fashion can provide, meeting like-minded people through our workshops at the same time.”