Westfield London has joined forces with fashion rental app By Rotation to launch its first physical pop-up store. By Rotation lets users lend and rent wardrobes easily via its app, helping to reduce waste in the fashion sector. The new 3,300 sq ft pop-up store will run from 1-12 July and will stock a full collection of clothes and accessories to rent combined with a selection of rentable furniture and homeware from Studio Arva. By Rotation is also planning to provide panel discussions, workshops and masterclasses from the space.
Harita Shah, Marketing Director UK and Creative, Media, Events, & Brand – Europe, Unibail-Rodamco-Westfield, said: “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.” Eshita Kabra-Davies, founder of By Rotation, added: “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”.