What is your USP?
Because we work only directly with brands (no peer-to-peer element), we’re able to make renting with us as easy as online shopping, with next-day deliveries, multiple sizes and in-house cleaning and quality control. With Rotaro, you know your rental will always be as good as new.
In a world full of stuff, we believe by offering a highly curated selection of iconic pieces, we can help you cut through the noise. The trend forecasters in our team are great at championing emerging designers and identifying new trends, and we stock cult items that are often sold out elsewhere. Our brand partners include JW Anderson, Rotate Birger Christensen, Stine Goya, Materiel Tbilisi, Anouki and more.
Because we handle the entire rental process ourselves, we are able to ensure we implement the most sustainable practises at every step possible. We have partnered with a carbon-neutral delivery service and use an eco-friendly laundry method and packaging. We have also partnered with Ecologi to plant a tree for every rental, and we are a carbon-positive business.
We are social creatures, and because we trust nothing more than word of mouth, we have just introduced a social community shopping feature, where our community uploads photo reviews to Rotaro in exchange for 15% off their next rental. This helps you see how people have styled the garments and tells a story of the garment’s life.
For anyone who hasn’t yet felt brave enough to rent, how would you talk them into it?
You don’t have to own your wardrobe to be known for your wardrobe. Consider Rotaro as your personal platform to discover and explore your personal style. Try out new luxury designers and styles without the risk or price tag, and know that you’re doing it sustainably. Rotaro is a way to express yourself through fashion that is friendly to both the planet and your pocket.
How has the business changed since you first set it up?
Initially, Rotaro started as a traditional wholesale model, in which we purchased stock from the brands to rent. Now we have evolved into a rental marketplace for brands to reach their circular fashion economy customer. Rotaro acts as an extension of their business and offers a risk-free way to enter the rental market. We are putting the control into the brands’ hands, offering them qualitative and quantitative data to help them produce better, longer-lasting garments that can be rented 50 to 100 times. We believe the future of fashion lies in collaboration, and that is why we work closely with brands to rethink and redesign the fashion system.
What are people hiring right now?
Our customer is quite experimental and looking to explore their personal style through rental. They’re hiring matching separates, out-there prints and cult dresses. We don’t only get rentals from women; our wonderful community is made up of men and non-binary people too.
If you could recommend one must-rent item for the month, what would it be?
A bright pink crystal-encrusted pantsuit from our new really cool brand partner, Anouki, from Tbilisi, Georgia. I am ready for a spring disco in the garden!
