By Rotation, a fashion-sharing platform, has partnered with Airbnb to offer complimentary outfit rentals to those traveling for destination weddings. This partnership marks a significant milestone for By Rotation, which has quickly grown into a successful clothing rental business since its launch in 2019. The company boasts over half a million users, including high-profile individuals like Dame Helen Mirren and Ellie Goulding. With $3.5 million in funding and a strong hold on equity, By Rotation has become a leader in the sharing economy.
The collaboration between By Rotation and Airbnb addresses a growing concern among people in the U.S. and U.K. about the financial costs associated with attending weddings. Many individuals feel stressed about the expenses but are hesitant to voice their concerns to friends. New York Magazine’s The Cut even dedicated a series of stories to explore the anxiety, disruption, and occasional joy that being a wedding guest entails.
Currently, the By Rotation-Airbnb partnership is available only to U.K. customers, but the company has plans to expand to its U.S. customers in the near future. The partnership will run from August to December and will offer outfit rentals suitable for weddings in the world’s top 10 wedding destinations, including Italy, North America, and Greece.
Airbnb approached By Rotation about the partnership, initially envisioning it for summer vacations. However, both companies agreed that destination weddings would be an ideal focus. By Rotation has experienced significant growth since its last interview with TechCrunch in 2022. It has established partnerships with Bumble and Net-a-Porter in the U.S., expanded its offerings to include items like luggage and furniture, and witnessed a 250% increase in revenue without significant customer acquisition costs.
By Rotation’s success aligns with the increasing consumer appetite for supporting a cleaner environment. The fashion industry, known as the second most polluting industry globally, contributes to significant waste, with up to 85% of textiles in the U.S. ending up in landfills. Recognizing these issues, the fashion and tech industries have been striving to offer more sustainable shopping options. Renting and sharing clothing, as facilitated by By Rotation, are emerging as popular solutions.
The sharing economy, also known as the circular economy in relation to consumable items, presents a massive opportunity valued at over $380 billion, according to Allied Market Research. By partnering with Airbnb, By Rotation aims to encourage consumers to explore new ways of shopping and embrace circularity. Eshita Kabra, the founder of By Rotation, envisions a global expansion for the platform, driven by increased brand awareness and an ever-growing community-powered marketplace.
In conclusion, By Rotation’s partnership with Airbnb represents a significant milestone in the company’s journey to transform the fashion industry and promote sustainable consumption. With its success in the sharing economy, By Rotation is poised to revolutionize the way people shop for clothing and contribute to a more environmentally conscious future.