By Rotation, a fashion rental app, has launched a new pop-up store in London’s Mayfair.
- The pop-up is part of the Westminster City Council’s “Meanwhile On” initiative which offers retail spaces to innovative businesses.
- Occupying five floors at 31 Brook Street, the store will remain open until the end of 2024.
- The pop-up offers a range of products, including luxury partywear, footwear, and jewellery, with prices starting from £10 per day.
- By Rotation, which has 500,000 users worldwide, was selected from over 800 applicants for this prime retail space.
By Rotation, a fashion rental service founded by Drapers 30 Under 30 alumna, Eshita Kabra-Davies, has opened a new pop-up shop in London’s affluent Mayfair district. This move is part of Westminster City Council’s “Meanwhile On” project aimed at providing retail spaces to innovative businesses. The pop-up, strategically located at 31 Brook Street, spans five floors and will be operational until the end of 2024.
The pop-up store benefits from significant business advantages offered by the council’s project, including relief on business rates, budget for store design, and support from creative agency Someday Studios. Additionally, landlord Royal Asset Management has provided the space rent-free. By Rotation was selected for this opportunity from over 800 applicants, highlighting its significance in the evolving landscape of fashion retail.
The pop-up showcases a curated selection of partywear from luxurious brands such as Gucci, and contemporary labels like Sleeper. The collection also includes footwear by Terry de Havilland and jewellery by Anisa Sojka, which is available for purchase. The store offers a dynamic assortment as products will be updated throughout the duration of its opening.
Aimed at providing customers with flexible fashion choices, By Rotation utilises a peer-to-peer rental model. With a global user base of 500,000, including 30,000 in the US, the app allows consumers to rent garments directly from the Mayfair location at affordable rates starting from £10 per day. The store’s space is divided, with two floors dedicated to displaying merchandise, while the remaining floors serve as office and content creation areas.
The strategic opening of By Rotation’s Mayfair pop-up marks a significant step in the company’s expansion and commitment to accessible fashion rental solutions.
