Cloan partners with rental app By Rotation

Fashion rental platform Cloan has announced it is partnering with peer-to-peer rental app By Rotation to act as its official digital partner.

In a statement, Cloan said its curated edit of rental items will now be available on By Rotation app, alongside its department store concession in Fenwick Newcastle and York.

By utilising By Rotation’s latest technology, Cloan states it will be able to focus on “the trend forecasting, buying and curating that our devotees come to us for”.

Rachel Cornick, founder of Cloan, said: "The main reason I wanted Cloan to partner with By Rotation was because of how clearly the brands match in terms of values and mission. I love what Eshita has created and felt really strongly that Cloan was ready to join the amazing community on By Rotation.

"By Rotation have been instrumental in switching mindsets to embrace rental and now Cloan is able to tap into this market and offer another branch of fabulous rental options. The joy of clothes is why I am in this business in the first place: rental offers a no-boundaries approach to self-expression and I love that.”

Eshita Kabra-Davies, founder and chief executive of By Rotation, added: “I am thrilled to welcome Cloan into our vibrant community. Rachel’s passion for empowering women through fashion aligns perfectly with our mission to revolutionise the way we consume clothing.

“Together, we’re breaking boundaries and offering a new realm of style possibilities through rental, and we welcome all our brand partners to join us. I’m excited to see the impact we’ll make together as we continue to lead the charge in transforming the fashion industry.”