Cheshire Oaks outlet mall launches pop-up fashion rental with By Rotation

By

Nigel TAYLOR

Published
Jul 13, 2022

It’s a first for both McArthurGlen Designer Outlets and fashion rental platform By Rotation. The pair have come together to open a 10-day pop-up store at the Cheshire Oaks Designer Outlet, allowing the centre to “step into the fashion rental market amid peak occasion season, to enhance guest experience and offer customers even more affordable fashion choices”.

What’s more, the pop-up store, which opens from 22-31 July, aims to be “the first in a long-term partnership between the two retail industry giants”, McArthurGlen said.

It’s also By Rotation’s, first ever pop-up outside London where guests will be invited to explore the By Rotation app and rent items directly from the space. The centre “will host the most sought-after wardrobes of the By Rotation community, with styles for every occasion”. 

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By Rotation said: “From a low-key birthday dinner to a far-flung destination wedding, the pop-up promises to deliver joy as guests discover hidden gems before shopping for their accessories from the wider centre brands”.
 
It added: “Not only does it allow its users to rent out quality pieces at a fraction of the retail price, it also economically empowers them by allowing them to monetise their wardrobes”.
 
The pop-up will invite guests to rent from a selection of over 150 “sought-after fashion items”, specially selected from the app’s top ‘Rotators’. Rentable brands will include The Vampire’s Wife, Ganni Jacquemus, Zimmermann, Rat&Boa and Rixo.
 
By Rotation founder and CEO, Eshita Kabra Davies, said: “After many successful pop-ups in London, we’re so excited to be popping up in Cheshire Oaks and having a physical presence regionally. Our 300K strong community is based all over the UK so I can’t wait to meet our local Rotators as well as introduce our platform to new users. By Rotation is about making luxury fashion available to all, something we and McArthurGlen both have in common.”
 
Kenny Murray, General Manager at Cheshire Oaks Designer Outlet, added: “Creating unparalleled shopping experiences for Centre guests and the wider community is a priority for us. This is why we are so excited to work with such an innovative and meaningful brand as By Rotation, which reflects our own ambitions of creating more sustainable and affordable fashion choices for customers. We hope that the partnership will bring together both communities to connect, share and discover even more brands in-centre.”