By Rotation partners with Uber for same-day fashion delivery

By Rotation, a peer-to-peer fashion rental platform—a business model where individuals rent clothing to each other—announced on Wednesday a partnership with Uber to provide delivery services for fashion rentals in the U.K. Under the agreement, users can have rentals delivered via Uber within 60 minutes at a 10% discount. The service, which integrates Uber Courier at checkout, is particularly targeted at users renting bulky items like ski gear, which has become a fashion symbol across Europe. The collaboration follows a previous partnership with Airbnb, where the platform provided wedding outfit rentals for guests.

The new integration addresses what By Rotation founder and CEO Eshita Kabra-Davies calls the emergency economy and satorical panic—the moment a consumer realizes they need an outfit immediately and might otherwise make a panic purchase of fast fashion. As Kabra-Davies noted, “With one in four rentals made within 48 hours of an event, logistics was the final friction point.” According to the company, 30% of ski renters on the platform look for same-day pickup, and one in four rentals are made within 48 hours of an event. By removing logistics barriers, the company hopes to encourage a shift toward slow fashion by making high-quality rentals as fast to access as disposable garments.

Kabra-Davies launched By Rotation in 2019 and has since scaled it to more than 1 million users, including songwriter Ellie Goulding. The platform now manages luxury inventory worth more than $100 million. Beyond acting as a rental marketplace, the platform has enabled significant personal outcomes for its community. Kabra-Davies highlighted a top lender who used her wardrobe earnings to fund her IVF journey, which has led to successful surrogacy. Having already launched in New York, the company is targeting the UAE next as part of its global expansion plans to establish a rotating wardrobe as a standard mode of consumption.

Why it matters

The partnership highlights how peer-to-peer marketplaces are evolving from simple platforms into integrated logistics players to capture the emergency economy, where speed is as critical as sustainability.