While many brands and retailers were forced to shutter their shops due to the pandemic, the new generation of rental and resale platforms are in a position to start opening stores.
This summer in London alone, peer-to-peer rental platform By Rotation hosted a pop-up shop in Westfield, which was extended due to popularity; rental start-up Hurr took up a permanent space in Selfridges; Rotaro, another circular platform, popped up on a prime spot on Carnaby Street, and Harvey Nichols launched new in-store resale services with the consignment platform Reflaunt.
For established names like Rent the Runway, building a store network didn’t end up making sense and with the lockdown being the final straw, the company revealed plans toBut for these start-ups, there’s still value in having a smaller number of strategic physical locations if they’re going to accomplish their mission of mainstreaming the circular revolution and providing everyone with“Our physical brick-and-mortar presence in Selfridges is more important than ever to win over first-time...
“Our focus will remain on tech, complemented by community experiences such as events and workshops, that go beyond fashion,” said Kabra-Davies, adding that the experience reaffirmed how digitally savvy the By Rotation audience is because they “know what they like” and gravitated toward the same pieces they usually do on the app.
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