By Rotation, one of the UK’s most popular peer-to-peer clothing rental platforms, announced a partnership with ride-hailing app Uber on Wednesday.
By May 31, By rotation users in the UK can rent outfits from others in their neighborhood and have them delivered via Uber within 60 minutes at a 10% discount. Although the discount applies to all users, the service is aimed at those who rent ski equipment. By Rotation said 30% of ski rental companies on its platform are looking for same-day pickup, and this partnership aims to alleviate the inconvenience of renting bulky, expensive ski equipment and having to lug it around.
The partnership is fun and timely. Previously, By Rotation partnered with Airbnb to offer wedding outfit rentals to guests attending destination weddings. It was another creative collaboration which sought to meet consumers where they are. At present, ski clothing has become a fashion symbol online, just like sports. remains popular pastimes across Europe.
Eshita Kabra-Davies, founder and CEO of By Rotation, told TechCrunch that the partnership was born from “listening to our community” and that the company realized that while consumers love the sustainability of clothing rentals, they also want “the speed and convenience of e-commerce.”
“With one in four rentals completed within 48 hours of an event, logistics were the final sticking point,” she said. She called it the “emergency economy,” or the “satoric panic” moment when someone realizes they need an outfit immediately. Usually, when this moment arrives, a person has to run out to do a “panic buy” for a new outfit. “We wanted to change this behavior by removing the only obstacle: logistics,” Kabra-Davies said.
Teaming up with Uber is moving consumers from “fast fashion” to “slow fashion,” she said. Fashion remains one of the most polluting industries in the world. As a result, the sharing economy – or circular economy –became popular among young people looking for more sustainable and often more affordable ways to buy clothes.
When users renting in their neighborhood go to the app’s payment page, they will be prompted via a pop-up banner to use Uber Courier, where the rotational discount will be automatically applied.
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“This gives our community the luxury of choice; they can now get a high-quality, high-value item rather than a throwaway garment, simply because it can arrive at their doorstep just as quickly.” Kabra-Davies continued.
Kabra-Davies launched By Rotation in 2019 and grew it into one of the world’s largest peer-to-peer rental platforms. The platform has more than a million users (like composer Ellie Goulding), she said, and manages an inventory of luxury goods worth more than $100 million. Through this, the company has grown beyond just being a fashion rental platform, Kabra-Davies said.
“A prominent example is that of one of our main lenders who used his wardrobe income to finance her IVF journeywhich led to successful surrogacy,” she said. Next, the brand hopes to continue building “the world’s largest shared wardrobe.” It’s already launched in New York and has his eyes set on the United Arab Emirates. “Our ambition, like Uber’s, is global,” Kabra-Davies said. “We want to make the ‘rotating wardrobe’ the default mode of consumption everywhere.
Dominic-Madori Davis is a senior venture capital and startup reporter at TechCrunch. She is based in New York.
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