By Rotation
By Rotation operates a peer-to-peer fashion rental marketplace connecting individual lenders and renters of designer clothing in the UK and US. The mobile-first platform earns transaction commissions across 150,000-plus listings spanning occasion-based and resale collections.
- Company typePrivate
- Founded2019
- HeadquartersLondon, United Kingdom
- Headcount11–50
- GTM typeB2C
- OfferingDigital Commerce or Content
What By Rotation does
By Rotation Ltd is a London-headquartered peer-to-peer fashion rental marketplace, founded in October 2019 by Eshita Kabra-Davies, that connects individual wardrobe owners (lenders) with consumers (renters) seeking access to designer clothing, bags, shoes and accessories. The platform operates as a mobile-first application on iOS and Android, supported by a website storefront, and lists over 150,000 unique items with a combined value of approximately £60 million across more than 1.5 million registered Rotators in the UK and US markets. Core product features include location-based discovery ('Rentals Near Me'), secure in-app messaging between lenders and renters, and an in-app wallet that lets lenders recycle rental earnings into their own rentals; curated occasion-based collections (wedding guest, prom, maternity, skiwear, honeymoon, destination wedding) and a peer-to-peer resale marketplace extend monetisation across the garment lifecycle.
By Rotation is differentiated from inventory-heavy competitors such as Rent the Runway by its asset-light model: the company holds no stock and operates no warehouses, instead deriving revenue from transaction commissions on peer-to-peer rentals and resale. Distribution is primarily self-serve through the mobile app and website, supplemented by community channels such as the #BRCircle ambassador programme, tastemaker/celebrity wardrobes (including Dame Helen Mirren, Ellie Goulding and Lady Amelia Windsor), the Journal content blog, and physical party-season pop-up activations. Strategic commercial partnerships with Airbnb (destination-wedding outfit rentals) and Uber Courier (on-demand 60-minute skiwear delivery) extend the platform into adjacent use cases. The company has raised approximately $3 million in seed funding (April 2022, led by Redrice Ventures with Closed Loop Partners and True Global Ventures participating, alongside angels Riccardo Pozzoli and Caroline Brown) plus an undisclosed investment from Sie Ventures in May 2024, and employs 11-50 staff across product, operations, community and marketing functions in London.
By Rotation firmographics
Firmographics- Name
- By Rotation
- Legal name
- By Rotation Ltd
- Website
- https://byrotation.com
- Company type
- Private
- Founded year
- 2019
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- By Rotation operates a peer-to-peer fashion rental marketplace connecting individual lenders and renters of designer clothing in the UK and US. The mobile-first platform earns transaction commissions across 150,000-plus listings spanning occasion-based and resale collections.
- Ownership category
- akta.pro rank
By Rotation industry classification
Industry- Product category
- Fashion Rental Marketplace
- NAICS
- Consumer Goods Rental (5322), All Other Consumer Goods Rental (532289)
- akta.pro primary industry
- Rental-to-Resale / Circular Fashion Platforms (CRAFAGAK)
Keywords
Where By Rotation is headquartered
LocationHeadquarters
- HQ city
- London
- HQ country
- United Kingdom
- HQ region
- Europe
Offices1 record
Markets served
By Rotation business model
Business model- GTM type
- B2C
- Offering type
- Digital Commerce or Content
- Cost components
- Technology or R&D, Marketing or Sales, Personnel, Operations, Infrastructure
Revenue model
- Peer-to-Peer Rental Transactions: By Rotation facilitates peer-to-peer fashion rentals, earning a commission or transaction fee on each rental completed between lenders and renters through the platform
- Resale Marketplace: Platform enables second-hand designer dress and accessory sales, taking a commission on transactions
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Transaction based/ take rate | Pay-as-you-go | Peer-to-peer rental transactions |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels5 records
By Rotation product offering
Product offeringCore offering
By Rotation operates a peer-to-peer mobile and web marketplace where individual lenders list designer clothing, bags, shoes, and accessories for rent, and renters book those items for a per-transaction fee paid through the platform. The company takes a commission on each completed rental and on sales in its secondary resale marketplace, operating without company-owned inventory and serving as the trust, payment, and messaging layer between lenders and renters.
Product overview
By Rotation operates as a peer-to-peer fashion rental and resale marketplace platform consisting of a core rental marketplace with over 150,000 designer clothing and accessory listings, a secondary resale marketplace for pre-loved items, a mobile app for iOS and Android, and various occasion-based designer collections. The platform connects lenders monetizing their wardrobes with renters seeking designer fashion at fractional costs, supported by community features including an ambassador program and celebrity wardrobe collections.
Differentiator
Problem solved
Functional benefit
Products and services
- By Rotation Fashion Rental Marketplace Peer-to-peer marketplace platform that connects individual lenders (wardrobe owners) with renters seeking designer clothing and accessories, enabling bookings, secure in-app messaging, in-app wallet earnings, and location-based discovery across the UK and US.
- By Rotation Resale Secondary marketplace within By Rotation allowing users to purchase pre-loved designer items (including Chanel, Ganni, and Jacquemus pieces) at discounted prices, with the company earning a marketplace commission on each transaction.
- By Rotation Mobile App iOS and Android mobile application that delivers the peer-to-peer fashion rental experience, including wardrobe listing, secure lender-renter messaging, location-based "Rentals Near Me" discovery, and the In-App Wallet for earnings-based transactions.
Quantifiable outcome
- One user earned £14,000 for a house deposit by sharing wardrobe on the app
- +2 more outcomes
Companies that use By Rotation
Customer profileNamed customers6 records
Segments3 records
Ideal customer profiles3 records
By Rotation technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration1 record
Feature3 records
By Rotation partnerships and signals
Strategic signalPartnerships
Two partnerships are on record, tiered flagship.
- UberflagshipBy Rotation launched on-demand skiwear rental delivery in the UK through Uber Courier partnership, allowing users to rent ski clothing from nearby lenders with 60-minute delivery at discounted rates.
- AirbnbflagshipPartnership with Airbnb providing free destination wedding outfits, integrating fashion rental with travel accommodation experience.
Scale indicators6 records
Recent moves7 records
Expansion highlights5 records
By Rotation competitors and assessment
Company assessmentDirect peers
- Rotaro: UK-based designer fashion rental service with curated inventory and subscription offerings. Targets the same fashion-conscious UK renter for occasions such as weddings and events.
- Rent the Runway: The largest designer fashion rental platform in the US, operating a subscription + à la carte model. By Rotation's asset-light P2P model competes directly for the same occasion-driven renter, but Rent the Runway owns inventory rather than brokering peer-to-peer.
- Hurr: UK-based peer-to-peer and inventory-hybrid designer fashion rental platform offering both lender-hosted and company-held stock. Closest direct P2P competitor to By Rotation in the UK market with overlapping lender and renter audiences.
- My Wardrobe HQ: UK peer-to-peer luxury fashion rental platform with an inventory-hybrid model and celebrity-driven marketing. Comparable business model and UK-centric geographic overlap with By Rotation.
- Style Lend (formerly Drest) / other P2P fashion rental apps: P2P designer fashion rental marketplaces operating comparable lender/renter models to By Rotation in adjacent geographies (US). Comparable in business mechanics and target audience.
Broad incumbents
- Vestiaire Collective: Global pre-owned luxury fashion resale marketplace with authentication and a much larger catalog. Competes with By Rotation's Resale sub-product for second-hand luxury transactions and overlaps on lender supply.
- The RealReal: US-based authenticated luxury consignment and resale platform. Overlaps with By Rotation's resale marketplace on supply-side monetization of designer wardrobes, though The RealReal owns the consignment operation.
- Vinted: Mass-market peer-to-peer secondhand fashion marketplace operating across Europe with a much larger seller/buyer base. Adjacent in business model and supply pool, though concentrated in everyday apparel rather than luxury occasions.
Emerging players
- Depop: Peer-to-peer secondhand fashion marketplace with Gen Z focus and social-commerce features. Comparable P2P marketplace mechanics and target demographic overlap with By Rotation's younger fashion-conscious renter.
- Armarium: US-based luxury fashion and accessory rental platform with concierge service. Overlaps with By Rotation on occasion-driven designer rentals for a high-end customer base.
Market position
Strengths4 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
By Rotation social profiles
Digital presenceBy Rotation financial estimates
Financial estimateRevenue estimate
Valuation estimate
By Rotation leadership team
Management profileNumber of profiles
Profiles6 records
By Rotation funding detail
Funding detailFunding overview
Funding rounds3 records
Investors4 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
By Rotation M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about By Rotation
What does By Rotation do?
By Rotation operates a peer-to-peer mobile and web marketplace where individual lenders list designer clothing, bags, shoes, and accessories for rent, and renters book those items for a per-transaction fee paid through the platform. The company takes a commission on each completed rental and on sales in its secondary resale marketplace, operating without company-owned inventory and serving as the trust, payment, and messaging layer between lenders and renters.
Is By Rotation a public or private company?
By Rotation is a private company. It is classified as venture growth investor backed and is currently operating.
When was By Rotation founded?
By Rotation was founded in 2019. It employs 11 to 50 people.
Where is By Rotation based?
By Rotation is headquartered in London, United Kingdom, in the Europe region.
How does By Rotation make money?
Two revenue lines are on record. Peer-to-Peer Rental Transactions are the primary driver. The others are resale Marketplace.
Who are By Rotation's main competitors?
Direct peers on record are Rotaro, Rent the Runway, Hurr, My Wardrobe HQ and Style Lend (formerly Drest) / other P2P fashion rental apps. Broad incumbents are Vestiaire Collective, The RealReal and Vinted. Emerging players are Depop and Armarium.
Does By Rotation have an API?
No public API is recorded for By Rotation.
What industry is By Rotation in?
By Rotation's product category is Fashion Rental Marketplace. Its primary akta.pro industry code is CRAFAGAK, Rental-to-Resale / Circular Fashion Platforms. Its NAICS code is 5322.