After shelling out for one too many expensive new ski outfits for her three fast-growing kids—and denying herself the same indulgence—U.K.-based retail and real estate investor Rachael Westbrook had an idea. In January 2020 she decided to bring high-end skiwear into the circular economy. After all, her youngest was about to start school; it was perfect timing to start a business.
The 11 months that followed didn’t go exactly according to plan. But amid homeschooling chaos, Westbrook managed by December to start EcoSki, so users could rent, buy, sell, or recycle pieces from upscale winter sports designers. A teal-and-green colorblocked women’s parka with pink trim by German label Ortovox that retails for £600 ($818) rents there for £12 a day; for kids, a sweet bunny snowsuit from Dinoski (normally £185) goes for £6 a day.