What began as a rental app is now reshaping the global fashion scene. The fashion rental revolution continues to gain momentum as By Rotation, the world’s largest shared wardrobe platform, celebrates remarkable growth and community expansion in 2025. What started as a side hustle in 2019 has grown into a global movement that’s reshaping how we think about fashion consumption, with the platform now reaching over 330,000 active users worldwide.
Record-Breaking Physical Presence in London
By Rotation has marked a significant milestone by extending its groundbreaking London pop-up store, “House of ByRo”, through Summer 2025. Originally launched in October 2024 as what the company described as “the world’s largest-ever fashion rental pop-up”, the five-story Mayfair location has proven so successful that it will continue operations well beyond its initial December 2024 closure date.
The pop-up, located on Brook Street, features hand-picked brands including 16Arlington and Khanums, alongside pieces from celebrity wardrobes such as those of Dame Helen Mirren, Ellie Goulding, and Chrissy Rutherford. The store also includes exclusive collaborations, such as bespoke tailoring from luxury menswear brand Huntsman in celebration of their 175th anniversary.
Eshita Kabra-Davies, Founder and CEO, said:
“It’s a milestone that truly reflects how far our community has come, and I’m thrilled to bring this immersive, five-story space to life. This pop-up is not only a celebration of fashion rental but also a chance for our community to connect, discover unique pieces, and embrace a more sustainable way of dressing.”
Expanding Digital Innovation and Community Features
The platform continues to introduce new features designed to improve user experience and community connection. In 2024, By Rotation launched a “locations” feature that allows consumers to discover and book rentals based on their proximity, making last-minute outfit solutions possible and reducing environmental impact by minimizing shipping.
Eshita Kabra-Davies, Founder and CEO, said:
“So we’ve been going for about four and a half years now, and with our first vertical, which is fashion, we’ve actually built the world’s largest shared wardrobe. So we have over 120,000 peer-to-peer listings worth over 60 million pounds on the app, which is insane, because you’ve got other incumbents that are inventory-based, fashion rental and subscription models who’ve been around 13 to 15 years and are listed companies that have about half the stock that we have, because we don’t hold any stock.”
Strategic Partnerships and Market Expansion
By Rotation has demonstrated impressive partnership acumen, securing collaborations with major brands, including Airbnb, where users can receive complimentary outfit rentals when booking accommodations for destination weddings. The partnership, which runs from August to December, targets the UK’s top 10 wedding destinations and addresses the growing financial stress associated with wedding attendance.
The platform has also joined forces with luxury fashion platform Net-a-Porter to trial rental offerings, extending designer curation to a wider customer base. These strategic partnerships reflect By Rotation’s commitment to making luxury fashion more accessible while maintaining its peer-to-peer community focus.
Financial Sustainability and Community Impact
Unlike many startups that pursued aggressive growth strategies, By Rotation has maintained a disciplined approach to funding and ownership. The company has raised only $3 million across multiple rounds, with Kabra-Davies and her team retaining more than 70% of the business equity. This approach has allowed the platform to focus on efficiency and community building rather than unsustainable growth metrics.
The platform’s top lenders have reportedly earned more than £40,000, while the By Rotation community claims to have saved over £6 million in 2022 from renting rather than buying new items. These figures show the platform’s dual impact: providing economic opportunities for users while promoting sustainable fashion consumption.
Vision for the Future
Looking ahead, By Rotation continues to expand its global reach while maintaining its community-first approach. The platform is actively developing loyalty programs and enhanced community features planned for 2025, including reward systems that credit users for various app activities.
Eshita Kabra-Davies said:
“We’re only as good as the people on our app.”
This statement sums up both the company’s mission and marketing approach, showing how By Rotation has successfully created a brand that users don’t just engage with, but actively live and promote.
As the digital fashion rental market is expected to grow from $1.21 billion in 2022 to $2.35 billion by 2030, By Rotation’s community-driven model positions it uniquely for continued success. The platform’s focus on peer-to-peer sharing, combined with strategic partnerships and innovative features, continues to drive the transformation of fashion consumption from ownership to access.
