By Rotation announced a partnership with the ride-sharing app Uber on Wednesday, offering users a 10% discount on same-day delivery of outfits through Uber Courier.
At a Glance
- By Rotation partners with Uber to deliver outfits in 60 minutes with a 10% discount.
- The offer is available until May 31, 2026 and targets users renting ski gear.
- 30% of ski renters seek same-day pickup, a pain point the partnership aims to solve.
- Why it matters: It turns a slow, bulky rental experience into a quick, sustainable option.
Partnership Details
The collaboration, which runs through May 31, 2026, lets By Rotation users in the U.K. rent outfits from local peers and have them delivered via Uber within 60 minutes. The discount applies to all users, but the service is especially geared toward those renting ski gear. By Rotation said that 30% of its ski renters look for same-day pickup, a statistic that highlights the demand for rapid logistics.
Background on By Rotation
Founded in 2019, By Rotation has grown into one of the world’s largest peer-to-peer rental platforms. The company now boasts more than 1 million users and manages luxury inventory worth more than $100 million. The platform began with fashion rentals and has expanded into other categories, such as wedding outfits, through collaborations with partners like Airbnb.
Customer Experience
Eshita Kabra-Davies, the founder and CEO of By Rotation, said the partnership stemmed from “listening to our community.” She noted that while consumers love the sustainability of renting clothing, they also crave the speed and convenience of e-commerce.
“With one in four rentals made within 48 hours of an event, logistics was the final friction point,” she said. Kabra-Davies called this the “emergency economy,” a moment of panic when someone realizes they need an outfit immediately. She explained that the partnership removes logistics as a barrier.
Sustainability Angle
The fashion industry is one of the most polluting sectors worldwide. By moving from fast fashion to slow fashion, the partnership taps into the growing popularity of the sharing, or circular, economy among young consumers. Kabra-Davies emphasized that the sharing economy offers more sustainable and often more affordable ways to acquire clothing.
Operational Mechanics
When users rent items from their neighborhood, the checkout page prompts them with a pop-up banner encouraging the use of Uber Courier. The By Rotation discount is automatically applied, ensuring a seamless experience from selection to delivery.
Future Plans
Kabra-Davies said By Rotation has already launched in New York and is eyeing expansion into the UAE. “Our ambition, like Uber’s, is global,” she said. “We want to make the ‘rotating wardrobe’ the default mode of consumption everywhere.”
She also highlighted a success story: a top lender used her wardrobe earnings to fund her IVF journey, leading to successful surrogacy.
Key Takeaways
- By Rotation has partnered with Uber to offer same-day delivery of rented outfits in the U.K., focusing on ski gear.
- The partnership addresses a 30% demand for same-day pickup and reduces logistical friction.
- The collaboration reinforces By Rotation’s commitment to sustainability and fast, convenient service.
- Expansion plans include the U.S. and UAE, with a long-term goal of global reach.
By Rotation’s move to partner with Uber demonstrates how peer-to-peer rental platforms can leverage existing logistics networks to enhance user experience while staying true to sustainable values.
