By Rotation, a leader in fashion rental, has launched an exciting pop-up store in Mayfair, London. The initiative is part of Westminster City Council’s project to rejuvenate retail spaces across the city.
- The pop-up store is located across five floors at 31 Brook Street, providing a range of offerings from luxury to contemporary fashion brands.
- Selected from over 800 applicants, By Rotation’s pop-up provides an innovative shopping experience with designs from notable brands like Gucci and Sleeper.
- Supported by Westminster City Council, the store benefits from business rate relief and creative design assistance, enhancing its appeal.
- Open until the end of 2024, the pop-up includes rentable partywear, footwear, and purchasable jewellery, making fashion accessible to everyone.
By Rotation, founded by Drapers 30 Under 30 alumna Eshita Kabra-Davies, has unveiled a new pop-up store in London’s prestigious Mayfair area. Situated at 31 Brook Street, this initiative is a significant component of Westminster City Council’s ‘Meanwhile On’ project, which aims to invigorate retail spaces by providing opportunities to innovative businesses. The pop-up spans an impressive five floors and showcases a dynamic range of fashion choices.
The selection process for this coveted retail spot was highly competitive, with By Rotation emerging as the successful applicant from a pool of over 800 hopefuls. This victory underscores the brand’s leading status in the peer-to-peer fashion rental industry, which has garnered a user base of 500,000 globally, including 30,000 in the United States.
Within the thoughtfully curated pop-up, consumers can explore and rent a broad array of trendy partywear. This includes luxurious options from established brands such as Gucci and modern pieces from contemporary labels like Sleeper. Additionally, the pop-up offers footwear rentals from Terry de Havilland and jewellery purchases from Anisa Sojka, catering to diverse fashion preferences and budgets.
The presence of By Rotation in Mayfair is bolstered by the creative agency Someday Studios, which has collaborated on the interior design. Supported by landlord Royal Asset Management, the store is offered rent-free, reflecting a collaborative effort to foster retail innovation.
By Rotation has provided merchandise across two floors within the pop-up, while the remaining levels serve as office space and are utilised for content creation. This strategic layout maximises the customer experience, allowing patrons to engage directly with the brand’s unique offerings. Products are available for rental from as low as £10 per day, promoting an accessible entry point to high fashion.
The pop-up is set to remain open until the conclusion of 2024, promising an evolving assortment of items throughout its tenure. This dynamic shopping experience invites consumers to embrace rental fashion as a sustainable and stylish alternative.
By Rotation’s Mayfair pop-up exemplifies a significant stride in retail innovation, enhancing access to high fashion through a sustainable rental model.
