Move the Needle Consultancy Invests in Best Kept Shared to Boost Middle East Expansion
Move the Needle Consultancy (MTNC), the global advisory firm led by e-commerce veteran Mary Ghobrial, has made a strategic investment in Best Kept Shared (BKS), the UAE's first peer-to-peer (P2P) platform for luxury fashion rental and resale. The move is set to accelerate BKS's expansion across the Middle East and solidifies MTNC's footprint in the region's burgeoning circular fashion economy.
The 'Airbnb of Fashion': Best Kept Shared's Business Model
Dubbed the "Airbnb of fashion," Best Kept Shared provides a unique P2P platform that connects women who want to monetize their wardrobes with those seeking to rent or buy designer pieces. This model gives users access to a curated selection of luxury clothing and accessories directly from the closets of fashion-forward individuals across the region, promoting a more sustainable and accessible approach to high-end fashion.
A Strategic Move for the 'Rental Revolution'
The investment from MTNC is designed to fuel Best Kept Shared's next phase of growth. The capital and strategic support will be used to scale BKS's technology, expand its partnerships with brands and influencers, and broaden its customer appeal throughout the Middle East. Mary Ghobrial, founder of MTNC, commented on the vision behind the deal, stating, "This partnership is about building smart. The rental revolution is here—and MENA's just getting started."
About Move the Needle Consultancy (MTNC)
Founded by Mary Ghobrial, an e-commerce expert with extensive experience at global giants like Amazon and Souq.com, Move the Needle Consultancy helps brands scale intelligently and rapidly across e-commerce, fashion, beauty, and retail. With deep market fluency in the Middle East, India, and the U.S., MTNC partners with founders and operators to accelerate growth and build the future of retail infrastructure.
About Best Kept Shared (BKS)
Best Kept Shared is a pioneering UAE-based fashion technology platform founded in 2023 by Kelly Power and Sophie Kjøller. It operates as the region's first social peer-to-peer fashion rental and resale marketplace. To expand its user base and inventory, BKS previously acquired the resale platform BAZAARA in late 2024, demonstrating its ambition to lead the circular fashion movement in the Middle East.
Significance for the Middle East's Circular Economy
This investment arrives at a time of growing consumer interest in sustainability and the circular economy within the Middle East's fashion industry. By supporting a platform dedicated to rental and resale, the partnership between MTNC and BKS is poised to meet this demand, offering a viable and stylish alternative to traditional fashion consumption and contributing to a more sustainable retail ecosystem.
Looking Ahead
With the strategic backing of Move the Needle Consultancy, Best Kept Shared is well-positioned to enhance its platform and scale its operations. This collaboration is expected to solidify its status as a key player in the future of luxury access, driving the growth of the fashion rental market and shaping new consumer behaviors across the Middle East.
Source: Jawlah