Fashion rental platform Rotaro opens Carnaby Street pop-up store

Digital women’s fashion rental platform Rotaro has opened a two-month pop-up store today, 14 June, for the first time at 45 Carnaby Street in London.

The cult rental service is focusing on “sustainability, seamless service, curation and community”. The curated space is housing the most sought-after brands from Rotate, including JW Anderson, House of Sunny, Stine Goya, Anouki, Materiel Tibilisi and Stand Studio.

Customers will be able to rent in store and take items away on the same day, or try on outfits and reserve them for a future date. The store will also have smart screens, where customers can browse the full Rotaro offering online and have it delivered to their door.

Rentals start from £14-£70 for four days and Rotaro is making a commitment to the planet that nothing from the store will go to landfill, packaging is biodegradable and recycled, flower installations will be replanted and furniture, tech and artwork is all rented for the store.

Georgie Hyatt, co-founder of Rotaro, said: “We want to use the store as space for collaboration, inspiration and education. We want to provide a space to bring our community together, host events, panels, workshops and help our community along on their circular fashion journey.

“The store is about discovery, discovering new brands, exploring your personal style and learning about the exciting ways to experiment with fashion more mindfully. We’re also collaborating with our brand partners to champion them as pioneers in the circular fashion economy.”

Samantha Bain-Mollison, Retail Director at London landlord Shaftesbury, added: “We are very excited to welcome the arrival of womenswear rental label Rotaro to the area. Sustainability is at the heart of what we look for in a brand and Rotaro’s forward-thinking digital technology and zero-waste ethos make it a great addition to Carnaby.”

Rotaro is partnering with Futerra, the leader in sustainable consultancy, to “bring to life the future of fashion in store.” The space will be transformed into an educational, inspirational and engaging hub brought to life by interactive digitals.

Rotaro is also partnering with online accessible art platform Partnership Editions to curate a rotating programme of exhibitions throughout the pop-up. Partnership Editions' artwork by emerging artists will be available to view in store and to purchase via a dedicated section on the Partnership Editions website. Prices will start from £220.