Store gallery: Luxury rental platform Rotaro’s colourful Carnaby pop-up

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Premium womenswear rental platform Rotaro has launched a pop-up in London’s Carnaby Street in a bid to be closer to its community.

Opening for two months, the pop-up showcases some of Rotaro’s most popular brands and pieces, offering customers a touchpoint with the platform in real life.

Customers are able to rent pieces from Rotaro for four, eight or 12 days, with prices starting at £14.

Rotaro works with fashion brands and labels on a consignment basis, particularly focusing on those that have a sustainable element and playful or colourful designs.

The 88 sq ft store will also be used as a community hub, offering workshops and panel talks on a variety of subjects, including sustainability vs profitability and upcycling garments.

All artwork and furniture within the store is also for sale and the furniture is vintage or refurbished.

‘A business as sustainable as possible’

Co-founder Georgie Hyatt told Retail Week: “As a business we focus on four key areas: sustainability, seamlessness, curation and community. In terms of sustainability, it’s one of the main reasons why we started, to offer a solution where people can experiment with fashion more mindfully.

“Every single business process that we have is as sustainable as possible.

”We’re about to introduce reusable garment bags so that we’re zero-waste, we have a carbon-neutral delivery partner and eco-friendly laundry partner, and we’ve partnered with Ecologi so we plant a tree for every single rental.

“We are a platform for discovery and experimentation”

“We decided to work directly with brands rather than peer-to-peer because we’re trying to change consumer behaviour.

“We want people to automatically come to rental, rather than going online to normal retail when they need something new. In order for that to be possible, we needed to make it as easy and seamless as possible.

“We have multiple sizes because we work with brands, we have next-day delivery and by the end of the year will have same-day delivery in London.

“We are a platform for discovery and experimentation, so we stock a mix of emerging and established brands. It’s really important that they have sustainable initiatives or plans for the future.

“A lot of our emerging brands are slow or made-to-order. We want to present rental as an optimistic and fun solution to consuming fashion more mindfully.”