Westfield London is partnering with fashion rental app, By Rotation, to open the brand’s first ever bricks and mortar pop-up store.
The pop-up will welcome open from the 1st of July to the 12th, showcasing items from the app and hosting panel discussions, workshops and sustainability classes.
The 3,000sq ft store will display a full collection of clothing and accessories available to rent in an apartment-style retail space.
Customers will also be able will also be able to rent furniture and homeware from Studio Arva in the space.
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.
By Rotation was founded by Eshita Kabra-Davies in 2019 and gives users the opportunity to rent their wardrobes freely.
The company was founded out of a desire to transform the way fashion was being consumed and enabling customers to do good for their wardrobes, their wallets and the planet.
“I’m so excited to bring our By Rotation community together at last in real life at Westfield London,” Kabra Davies said.
“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!”
The app has over 70,000 users in the UK including names such as Maya Jama, Laura Whitmore and Louise Thompson and has been likened to “the Instagram of fashion rental”.
According to Westfield’s How We Shop: What’s Changed report, the interest for rental continues to grow, with furniture appetites rising to 23 per cent from 19 per cent year on year.
Interest in clothing rental leapt from 22 per cent to 27 per cent in the same period as consumers become more used to the idea of rental.
Londoners were the most interested in rental, being almost twice as likely to rent in comparison with the rest of the UK (40 per cent vs 25 per cent).