Eshita Kabra had long aspired to collaborate with Airbnb. When the concept of By Rotation, her fashion-sharing venture, was born, she drew inspiration from gig economy giants such as Airbnb.
In 2019, Kabra brought By Rotation to life, elevating the project from a hobby to a reputable fashion rental service. Today, it boasts a user base exceeding 500,000, featuring celebrities like Dame Helen Mirren, Ellie Goulding, and Lady Amelia Windsor from the British Royal Family. It has garnered $3.5 million in investment funds from entities like Bessemer Ventures and Cornerstone VC, while Kabra has strategically managed the company’s equity, retaining over 70% ownership with her team.
By Rotation has recently formed a deal with Airbnb, providing Airbnb users a free outfit rental for destination weddings. Initially, this service will be available for a short period, catering to guests traveling to select destinations for weddings.
“Signing the partnership agreement was a surreal achievement for me,” expressed Kabra.
Financial anxiety over attending destination weddings is on the rise among people in the U.S. and U.K., with many hesitant to disclose their concerns to peers. This issue has gained such traction that New York Magazine’s The Cut ran a series exploring the mixed feelings involved in being a wedding guest.
The By Rotation and Airbnb initiative is currently open to U.K. clients, with plans to extend to U.S. customers shortly.
This collaboration is active from August through December. Together, By Rotation and Airbnb have curated a list of accommodations in global top wedding destinations such as Italy, North America, and Greece.
To participate, users can access the Airbnb wedding wardrobe webpage for a chance to receive a complimentary rental from By Rotation. “Taking By Rotation global is the goal,” Kabra remarked. “This endeavor merely begins our journey to elevate brand recognition and presence well beyond the U.K. and U.S.”
Airbnb reached out to Kabra proposing a partnership, initially with the idea of summer vacations in mind, which eventually honed in on destination weddings.
Since our last update in 2022, By Rotation has significantly expanded, forging partnerships with firms like Bumble and Net-a-Porter in the U.S., and enhancing its offerings beyond apparel to include items such as luggage and furniture. Kabra shared that the company has effectively grown its revenue by 250% without significant investment in customer acquisition this year. The app boasts over 1 million downloads, encompassing 150,000 listings valued at $60 million, allowing some users to earn up to $140,000 through rentals.
Moreover, By Rotation integrates location-based rentals for last-minute needs and employs AI to streamline the search process for users.
Kabra views her platform as a leader in organic, scalable growth within the community-powered market, anticipating further expansion. “In a challenging funding climate, my team and I have taken control of our future, diligently advancing and innovating within our marketplace,” she stated.
This collaboration with Airbnb signifies a milestone in By Rotation’s journey, spotlighting consumer demand for eco-friendly solutions. Kabra highlighted that this partnership represents a groundbreaking venture in the sharing economy, emphasizing the urgent need for sustainable fashion alternatives given the industry’s extensive environmental impact.
The sharing or circular economy, particularly in relation to items that would otherwise contribute to waste, holds a vast potential worth over $380 billion, as per Allied Market Research. Kabra believes such alliances encourage consumer adoption of sustainable shopping habits. “Circularity marks the path forward,” Kabra concluded.
Compiled by Techarena.au.
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