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By Rotation Opens ‘World's Largest Fashion Rental Pop-Up' In London [Forbes]

ThredUp Inc. - Class A (TDUP) 
Company Research Source: Forbes
Getty Images for Paramount+ What is claimed to be the world's largest-ever fashion rental pop-up has opened in London's West End as part of a promotion by city authorities to rejuvenate the U.K. capital's retail heart. It is also the latest audacious promotion by London-based upscale fashion rental platform By Rotation , which marked its fifth anniversary by opening Friday at 31 Brook Street, Mayfair in a five-story space showcasing the brand's top garments and accessories. CEO and Founder Eshita Kabra launched the ‘world's first social rental platform' in October 2019. Dubbed the Instagram of fashion rental, By Rotation now counts A-lister wardrobes from British actor Dame Helen Mirren, singer Ellie Goulding and athlete Dina Asher-Smith among the famous faces using its app and last year debuted in the U.S. Having launched a partywear collection with Net-a-Porter and partnered with German grocery discounter Lidl to offer a more sustainable way of sourcing Christmas sweaters a Show less Read more
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