By Rotation raised £2.6 million from Redrice Ventures and True Global Ventures.

By Rotation, a London, UK-based startup building a fashion marketplace for consumers, announced completing a £2.6 million ($3.4M) seed funding round.

The money was raised from multiple investors led by Redrice Ventures and joined by Closed Loop Partners, True Global, Magnus Rausing, Bill Holroyd, DL, June Angelides, Dinika Mahtani (of Cherry VC) and Riccardo Pozzoli.

By Rotation, founded in 2019 by CEO Eshita Kabra, developed an operation that lets users rent and buy clothing at below the retail price on a platform that features more than 200,000 lenders and renters across the U.K., sharing more than 25,000 clothing items.