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Westfield London to host rental app By Rotation’s first ever physical pop-up store

Tom Shearsmith
09 June 2021

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, running from 1–12 July.

By Rotation, founded by Eshita Kabra-Davies in 2019, allows users to lend and rent their wardrobes with ease. 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 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.

As well as showcasing top items from the app, By Rotation will also be hosting panel discussions, workshops and sustainability masterclasses.

Harita Shah, Marketing Director UK and Creative, Media, Events, & Brand – Europe, Unibail-Rodamco-Westfield, said: “We’re delighted to host By Rotation’s first physical pop-up at Westfield London this July. We helped pioneer the fashion rental trend with the first fashion rental store, Style Trial, in the UK back in 2017 followed by The Drop, in 2018 and A Very Rental Christmas in 2020.

“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, added: “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!” previously featured Eshita Kabra-Davies as a guest on the In Conversation podcast series.

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