By Rotation Partners with Airbnb to Offer Sustainable Fashion Rentals for Destination Weddings

Eshita Kabra always knew she wanted to work with Airbnb. Inspired by gig economy models like Airbnb, Kabra founded By Rotation in 2019, transforming it from a side project into a successful fashion-sharing platform. By Rotation now boasts over half a million users, including high-profile names like Dame Helen Mirren, Ellie Goulding, and Lady Amelia Windsor. Despite raising $3.5 million from investors such as Bessemer Ventures and Cornerstone VC, Kabra and her team have maintained over 70% ownership of the company.

In a recent milestone, By Rotation has partnered with Airbnb, offering complimentary outfit rentals to travelers booking through Airbnb, with a focus on destination weddings. The partnership is currently limited to the U.K. and runs from August to December, targeting popular wedding destinations like Italy, North America, and Greece. Travelers can apply for a By Rotation coupon on Airbnb's wedding wardrobe site to receive a free rental for their special event.

Reflecting on this collaboration, Kabra described it as a "pinch-me moment," sharing her excitement about working with a company she had long admired. While the partnership currently serves U.K. customers, there are plans to expand to the U.S. soon. 

The collaboration was sparked when Airbnb approached Kabra with an idea centered around summer vacations. Together, they refined the concept to focus on destination weddings, catering to the growing concerns of guests about the costs of attending such events.

Since TechCrunch last spoke to Kabra in 2022, By Rotation has experienced significant growth. The platform has expanded its partnerships, collaborating with brands like Bumble and Net-a-Porter in the U.S. market, and has diversified its offerings to include items beyond clothing, such as luggage and furniture. Remarkably, By Rotation has achieved a 250% revenue growth this year without significant spending on customer acquisition. The app now has over 1 million downloads and features 150,000 designer listings worth $60 million, with some users earning up to $140,000 by renting out items on the platform.

To enhance user experience, By Rotation incorporates AI-powered search and allows rentals by location for last-minute needs. The company’s growth has been driven by its community-powered, organic approach. Kabra emphasized, “With the challenging funding market we’ve experienced, my team and I have become masters of our own destiny by executing and operating meticulously while growing and constantly innovating our community-powered marketplace.”

The partnership with Airbnb is a testament to By Rotation's success in promoting sustainable fashion within the sharing economy. Fashion is one of the most polluting industries globally, with up to 85% of textiles in the U.S. ending up in landfills. By offering a sustainable alternative through clothing rentals, Kabra’s company is tapping into a growing consumer desire for environmentally friendly options. 

Kabra believes that circular fashion is the future. "Circularity is the way forward," she said, highlighting the significant potential of the sharing economy, which is valued at over $380 billion. For Kabra, partnerships like this one with Airbnb are a step toward encouraging more consumers to embrace sustainable shopping habits.