Best Kept Shared, Dubai's leading platform for designer fashion rentals and resale has officially acquired BAZAARA, the GCC's largest peer-to-peer fashion resale marketplace. This acquisition represents a significant step forward in the sustainable fashion industry within the region and marks the formation of the largest fashion rental and resale platform in the Gulf Cooperation Council (GCC) area.

The merger of these two innovative platforms aims to reshape the landscape of the fashion industry in the Middle East, where sustainability and accessibility are becoming essential aspects of consumer demand. With this acquisition, Best Kept Shared positions itself as a dominant force in the sector, while BAZAARA's strong user base and community-driven approach to resale fashion will complement Best Kept Shared's curated luxury fashion offerings.

Best Kept Shared's Evolution and Ambitions

Founded in 2023, Best Kept Shared has quickly become a leader in Dubai’s fashion ecosystem, offering its users access to luxury fashion items for rent and resale. Often referred to as the "Airbnb of luxury fashion," the platform allows individuals to rent, lend, and purchase high-end designer clothing and accessories. With its unique peer-to-peer closet-sharing system, Best Kept Shared offers an alternative to traditional retail, giving users the opportunity to indulge in luxury fashion without the hefty price tag or environmental burden of fast fashion.

The acquisition of BAZAARA is a strategic move for Best Kept Shared, giving it a foothold in the booming circular fashion economy. By integrating BAZAARA’s 40,000-strong user base, Best Kept Shared can now offer an even wider selection of products and enhance its market presence across the region. This move not only solidifies the company’s growth but also allows it to meet the evolving needs of eco-conscious consumers.

BAZAARA’s Legacy of Circular Fashion

BAZAARA, founded in 2021, became the region's first peer-to-peer fashion resale platform, pioneering a marketplace where individuals could buy and sell pre-loved fashion items. Focused on circular fashion, BAZAARA fostered a community-centric environment that encouraged sustainable shopping by giving consumers the power to participate in a resale economy.

Through its platform, users were able to buy, sell, and recycle their wardrobe, promoting a more sustainable approach to fashion consumption. The acquisition by Best Kept Shared will allow BAZAARA’s existing users to benefit from additional services such as fashion rentals and access to a broader inventory of designer items.

Commenting on the acquisition, Alyssa Mariano, CEO of BAZAARA, expressed her excitement about joining forces with Best Kept Shared. “We are thrilled to be joining Best Kept Shared in this exciting venture. Our shared vision for promoting sustainable fashion and empowering our communities aligns perfectly. This partnership will allow our users to continue on their resale fashion journey while also having the option of renting and lending.”

A Joint Mission to Drive Sustainability

For Best Kept Shared, the acquisition marks a critical step in expanding its reach and impact in the fashion industry. Co-founders Kelly Power and Sophie Kjøller view the acquisition as an opportunity to not only grow their market share but also to contribute to a more sustainable fashion future.

“This acquisition is a significant milestone in our journey to revolutionize the luxury fashion industry,” said Kelly Power, co-founder and CEO of Best Kept Shared. “We’re excited to expand our market reach and help more women access luxury fashion without the designer price tag or environmental impact. By bringing together our expertise in rental fashion and BAZAARA’s strength in resale, we’re creating a platform that will redefine how people approach fashion consumption.”

Sustainability is at the heart of this merger, reflecting a global trend towards conscious consumerism. As environmental concerns mount and the negative impact of fast fashion becomes more apparent, consumers are seeking alternatives that align with their values. Best Kept Shared and BAZAARA are at the forefront of this shift, offering solutions that allow consumers to enjoy fashion more sustainably and responsibly.

Expansion and Future Growth

The merger also positions Best Kept Shared to expand its services beyond the UAE, with potential growth opportunities across the GCC and beyond. With BAZAARA’s community-driven approach and Best Kept Shared’s strong brand recognition, the combined platform is poised to become a leading player in the global sustainable fashion market.

As part of the acquisition, BAZAARA’s existing users will be transitioned to Best Kept Shared, ensuring a seamless integration process. The combined platform will offer a wide range of high-quality fashion items for rent and resale, meeting the demands of fashion-conscious consumers across the region.

Looking ahead, Best Kept Shared aims to continue its mission of transforming the fashion industry by promoting a more sustainable, community-driven approach. The acquisition of BAZAARA is just the beginning of what promises to be a new era for fashion in the GCC, one where luxury, sustainability, and accessibility go hand in hand.

The acquisition of BAZAARA by Best Kept Shared marks a pivotal moment in the evolution of the sustainable fashion industry in the GCC. By combining their strengths, the two platforms are set to offer consumers unparalleled access to luxury fashion while promoting a more sustainable way of shopping. With a shared vision for the future and a commitment to innovation, Best Kept Shared and BAZAARA are well-positioned to lead the fashion industry into a new era of sustainability and accessibility.