In 2019, Eshita Kabra launched By Rotation, a social fashion app that has recently secured €2.7 million in seed funding. Redrice Ventures led the funding round, with participation from Closed Loop Partners, True Global, Magnus Rausing, Bill Holroyd, DL, June Angelides, Dinika Mahtani, and Riccardo Pozzoli. This substantial funding comes as a result of By Rotation’s impressive growth over the past year. User numbers have increased by 550%, listings have grown by 450%, and monthly rental revenue has experienced a staggering increase of 1,900%.

By Rotation stands out from other fashion apps by focusing on slower fashion, sustainability, and community. It prides itself on being the only purely peer-to-peer (P2P) rental business in Britain, offering users the ability to both rent and buy fashion items, as well as monetize their own wardrobes. The app has gained a loyal following, including notable figures such as Lady Amelia Windsor, Camille Charriere, Stacey Dooley, Nicola Coughlan, Dina Asher-Smith, Anita Rani, and Katie Piper.

What sets By Rotation apart is its P2P nature, which eliminates the need for the company to manage and maintain inventory. Instead, users can directly interact with each other, creating a vibrant and community-driven platform. One distinctive feature of the app is the “Lender Activity” function, which allows users to track the labels and looks that generate the most income. This feature has the potential to influence broader consumer shopping decisions, as people may be more inclined to purchase items with strong rental or resale value.

Tom March, the founder of Redrice Ventures, lauds By Rotation’s P2P focus, acknowledging its “obsessive commitment” to serving its community. This dedication has resulted in a user base that maintains high standards of user-led quality control. March also emphasizes the value of spreading joy in a world that often lacks hope, highlighting the positive impact that By Rotation and its community of “Rotators” can have.

Caroline Brown, Managing Director at Closed Loop Partners, commends By Rotation for combining the best aspects of social media and peer-to-peer commerce. She describes the app as an elegant platform that inspires shoppers to build communities around the products they love while also promoting sustainability by keeping items in use for a longer time. Brown sees this approach as a promising model for the future of commerce.

The success of By Rotation’s seed funding round reflects the growing popularity of rental and resale apps within the fashion industry. With its unique P2P approach and strong commitment to sustainability, By Rotation has positioned itself as a leading contender in this burgeoning market. As the app continues to attract users and expand its community, it has the potential to revolutionize the fashion industry, transforming the way people consume and experience fashion.

Useful links:
By Rotation Official Website
Closed Loop Partners Official Website