How to Scale a Business without Chasing Hype with Eshita Kabra Founder of By Rotation
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What is the main topic discussed in this episode?
Sometimes when people ask me like what's the point of working for someone else? Why don't you just become a founder like right after school? This is the reason.
Hello and welcome back to Fashion and Founders the Podcast. My name is Victoria Smith, and this week I'm joined by Ishida Cabra, the founder of BiRotation. BiRotation has the largest shared wardrobe and is a peer-to-peer fashion rental marketplace that began in the UK and has expanded to the US. She has a very interesting approach to being a founder that isn't really talked about often, especially for women. She's very openly anti-girl boss and the kind of narrative that comes with that of burnout, people are against me, this is really hard, but I'm putting up a front on social media and explains a lot of her reasoning why that is and what kind of founder she wants to show up as for herself, for her company, for her stakeholders.
And especially if you are currently fundraising or think you. Bill fundraise and you are a tech founder. She has some, again, just really interesting insight, as well as coming from the UK, having the European background as well, of what it's like to have a consumer tech company and how she has gone about raising money. She really speaks on what her experience has been, the advice that she's gotten, and the routes that she has taken. So definitely take a listen. To that. I'll let her take it from there. I'm so excited to share this episode. So let's get into it. And this week's brand highlight is not one, but many that I have featured on my gift guide on Substack. I'm actually doing multiple gift guides in a couple different parts because I just had a lot of ideas and I learned about so many cool brands.
And the one that I actually just put out is based on hobbies and interests and Activities because I think it's so fun to give a gift that inspires doing and exploring a passion further and showing people that you are listening to what they really enjoy. So a couple I'll shout out is there's this adorable tennis cocktail napkin from Field Shop, a matchbook ornament from Furbish Designs. I actually have a couple from them already, and I think I need more because they are so cute. Cute. An Etsy tumbler mug with a lot of little New York drawings. A beautiful card holder for anyone that loves to host like game nights or just like dinner parties from Pigeon and Poodle. A vintage Ralph Lauren skier sweater that is literally so cute and is actually $200, which is kind of hard to find for their rarer collections.
And for the fashion games. gift guides as well. Okay, this insane belt I first saw Hadley Green wear on Instagram. That's from Streets Ahead. Earrings from SC collection. A tomato bag from Vin. They made the viral fish bag that Paige Disorba wore this summer. I hope you discover something new and happy gifting.
I'm so happy that we get to do this. I've been a user of BioRotation in London. So very excited to be speaking with you today. And if we can start with a bit of your introduction and background to get started.
So, my name is Ashita Kabra. I'm the founder and CEO of By Rotation. We're a social network where you can rent and lend designer premium lifestyle goods. So, within the last six years, we've already built the world's largest shared wardrobe. So people are renting and lending designer fashion from a fraction of retail price. You've got people who are saving money, making money, you know, more than $5,000 a month. month from lending out things like their dresses and saving up for things like their IVF journeys, their Sargassi, their home deposits, or even just their holidays. And then you've also got people who are becoming friends because they repeat renting from the same person over and over again. And finally, but I would say this is really our mission, you're also helping people become much more conscious of their consumption.
Because you're sharing rather than buying. So BioRotation's mission is to transform consumption for good. And essentially we've built a two sided peer-to-peer marketplace model with a social element to it.
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Chapters
5 chapters
1
What is the main topic discussed in this episode?
0:00–14:45
2
What inspired Eshita Kabra to create By Rotation and how did the idea originate?
14:45–20:55
3
How did By Rotation’s peer‑to‑peer model evolve from a honeymoon idea to the world’s largest shared wardrobe?
20:55–37:20
4
What are the four primary user personas By Rotation targets and how were they identified?
37:20–47:51
5
How does By Rotation’s messaging balance sustainability, affordability, and trendiness for customers?
47:51–49:36
Speakers
1 identifiedMore from Fashion & Founders The Podcast
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