By Rotation

Entrepeneur Eshita Kabra founded fashion rental app By Rotation in 2019, when it was the first peer-to-peer rental app in the UK. Building on the app’s popularity, By Rotation has gone on to have numerous pop–ups in prominent locations such as Mayfair and Westfield London. In October 2024, it launched The House of ByRo at 31 Brook Street in Mayfair, London, which spans five floors. Founder Kabra was named in Drapers 30 Under 30 cohort of rising stars in 2020 and in Drapers Power 100 in 2024.