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Sandra Halliday Published
June 14, 2025
The onward march of rental is continuing with landlord Shaftesbury announcing the arrival of Rotaro, a premium womenswear rental pop-up at 45 Carnaby Street.
The 880 sq ft store adds to the varied mix of independent brands in this key London shopping location.
Shaftesbury’s retail director Samantha Bain-Mollison said: “Sustainability is at the heart of what we look for in a brand and Rotaro’s forward-thinking digital technology and zero-waste ethos make it a great addition to Carnaby.”
Tagged by the landlord as a “store of the future”, it opened Monday “with a focus on seamless service, curation and community”.
Customers can rent garments that are to be returned in either four or 12 days with prices from £14 to £70. And the company said that “in an effort to dismantle the traditional retail landscape, nothing from the store goes to landfill, packaging is biodegradable and recycled”.
Rostaro co-founder Georgie Hyatt added: “We want to use the store as space for collaboration, inspiration and education. We want to provide a space to bring our community together, host events, panels, workshops and help our community along on their circular fashion journey.
“The store is about discovery, discovering new brands, exploring your personal style and learning about the exciting ways to experiment with fashion more mindfully. We’re also collaborating with our brand partners to champion them as pioneers in the circular fashion economy.”