By Rotation

Individuals have experienced parallel challenges regarding the wasteful and expensive practice of fast fashion while waiting for sustainable, community-based solutions. The demand for more eco-friendly, affordable, and accessible would continue to expand the marketplace for rental fashion platforms, particularly amongst youthful consumers who are concerned about sustainability and value shared experiences.

Under the leadership of founder and CEO Eshita Kabra-Davies, By Rotation is a leader in this change in fashion through its fashion rental platform that is changing the way people access luxury clothing. The firm has built a mobile app that operates as both a rental marketplace and a social fashion network that lets users lend and borrow high-end fashion directly from one another, converting wardrobes into income. The company is on a mission to democratise designer fashion, promoting the change from ownership to access. Users list their designer items or search through thousands of items available for rent. The app is "community-driven," therefore users communicate with each other, can follow one another, and build trust when sharing their closet. The app has a section for users to filter searches by occasion, designer, and size, allowing the rental experience to be both seamless and enjoyable. Consumers who list or offer items can receive passive income, and renters can wear premium fashion with savings of up to 80% off traditional retail prices. This circular model impressively reflects an environmental agenda, and users are aware of the reduction in their environmental impact by renting instead of buying. By Rotation has embarked into the resale space, allowing users to sell and buy fashion inside the same ecosystem and complete the cycle. The company also has a suite of services to meet the many fashion needs of its community. Users can find outfits to rent for anything from weddings, to vacations, business engagements or just casual use, rented for a minimum of three days. The app handles the payment, logistics of delivery and return. By Rotation’s unique selling point is that it merges fashion with community; every item listed has a story, a real person behind it, and a common experience to be had. There is no inventory owned by the company itself so it really is a peer‑to‑peer model. The platform allows for in person handoffs in local areas, making the experience feel even more personal and eco‑friendly. In addition to being a rental app, the firm has evolved into a fashion community that highlights sustainability, trust and style. Premium users will also get early access to popular listings as well as visibility on their wardrobes for potential renters, and additional earning potential for a nominal fee.

In respect to price and earnings, By Rotation are in an entirely different position to traditional rental services, where they often hide behind a subscription fee. Users can come to the app and either rent or list and lend clothing for free, no commitment (other than the social responsibility of treating the clothing with care). Lenders freely set rental prices based on the value and demand for the garment, and renters generally pay a small fee for short-term usage starting from £10. The company makes its incremental earning either from a between 7-15% commission, paid each time a successful rental or resale is accrued. There are optional premium features to earn just to give users additional means of monetization if they wish, including views and priority listings, notwithstanding that leisure users will also not have increased barriers to entry. As such, By Rotation can continue to stimulate community engagement as well as build sustainable income streams for those with clothing they no longer use. 

The firm has undergone significant growth in the past couple of years, ending with over 300,000 registered users, and over 62,000 live listings across the UK by late 2023. The company also formally entered the United States market in the middle of 2023, where it currently has listings in more than 20 states. By early 2024, it had active communities in both Canada and Australia and is an official multi-continent platform. The team has grown accordingly from the five-person founding team in 2019, to around 50 employees in early 2024, across all areas of engineering, marketing, operations, and US expansion. Financially, By Rotation has raised roughly $3 million USD in seed funding at this time, led by Redrice Ventures, and also including, among others True Global, Closed Loop Partners, Riccardo Pozzoli, Magnus Rausing, and angel investors Amanda Cupples, Naomi Walkland, and Candice Brathwaite. Worth noting is that more than £1 million of that total amount is female-led angel investment, showing both the founders good intent in fundraising, and the value of the community she is building. The company achieved that revenue number at around $1.5 million USD in annual revenue in 2023 (with numbers in 2025 ranging from $750K to $1.7M.mid-2025.). All of this revenue is coming from platform commissions on rentals and resales and does not come from subscription fees for users, ultimately allowing it to be more accessible in proposal and aligned with its growth strategy.While there has not been a formal valuation published, the most current PitchBook reports approximate total funding of around $3.56 million, indicating investor confidence in the product and proposal. After the seed round, Tracxn estimated the post-money valuation to be approximately $4.7 million USD (~£3.8 million). Based on revenue multiples seen in marketplace models, a conservative proposal on value today would likely be between $10 million and $20 million USD—but this is hypothetical.

By Rotation is competing with brands like HURR Collective, Rent the Runway and My Wardrobe HQ as it offers a similar service to renting clothes. But its fully peer‑to‑peer model allows users to unlock levels of community engagement, sustainability credentials, and variable-cost scalability that their competition does not provide. It has social elements like following other users, messaging and includes storytelling elements around the listings which presents the app with a feel of a fashion social network. Competitors may have larger catalogues and exclusive designers, but By Rotation enables individual users to micro‑entrepreneur from their own wardrobes! 

According to founder Eshita Kabra‑Davies, the future is looking very bright: "We are building a global community of people who share fashion, not waste." With an amazing rate of international growth, expanding number of team members, and firm foundations in sustainable peer‑to‑peer commerce, the company is changing the way we consume modern fashion. By combining community, commerce, and conscience, By Rotation is more than an app—it's a global movement against overconsumption. And as they scale into new borders, the closets of strangers are becoming places to share style—and that story is just getting started.

Click here to access By Rotation's website.