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The pop-up spans five floors at 31 Brook Street in central London and is part of Westminster City Council's "Meanwhile On" project, which offers retail spaces to innovative businesses.
By Rotation's pop-up opens to consumers on Friday 25 October, until the end of 2024.
The council's project gives significant relief on business rates, budget for store design and support from creative agency Someday Studios. The store has been offered rent free as a result of support from landlord Royal Asset Management. By Rotation was selected for the space from over 800 applicants.
Kabra-Davies launched By Rotation in 2019. She was part of the 2020 cohort of Drapers 30 Under 30 and is also on the Drapers Power 100 list 2023.
The pop-up houses a selection of partywear from brands ranging from the luxury sector, including Gucci, to contemporary labels such as Sleeper. The selection of product will be updated throughout the pop-up's timeframe. Footwear by Terry de Havilland will also be available to rent and jewellery from Anisa Sojka will be available for purchase.
By Rotation focuses on peer-to-peer rental and has 500,000 users worldwide, including 30,000 in the US. Consumers will be able to rent product directly from the space from £10 per day.
Product will be merchandised across two floors, with the remaining floors being used as office space and for content creation.
English (US) ·