Meet Rosie Gunn from Dubai, United Arab Emirates. She is the British entrepreneur, Founder and CEO of Endless, the UAE’s leading circular fashion platform, where she is shaping the future of fashion by making rental and resale as accessible and desirable as buying new. With a background in fashion buying and management across global brands and a proven track record in building innovative retail ventures, Rosie is driving a business model that combines sustainability, consumer choice, and community engagement.
Early Foundations in Fashion
Rosie Gunn’s journey into the world of fashion began with a solid academic foundation. She attended Beaconsfield High School before continuing her studies at the London College of Fashion, University of the Arts London, where she explored international buying, merchandising, product development, and fashion marketing. Her passion for the business side of fashion ultimately led her to the University of Manchester, where she earned a Bachelor of Science in Fashion and Textile Retailing with a focus on business strategy and global supply chain management.
These formative years gave Rosie a holistic understanding of the fashion industry, combining creative insight with analytical and commercial skills. She developed a deep interest in the balance between consumer behavior, retail innovation, and the evolving global fashion economy.
Early Career and Industry Experience
Rosie’s professional career began with hands-on retail experience. While studying, she worked as a Store Supervisor at Jack Wills and as a Sales Assistant at Ginger Pop Boutique, roles that gave her early exposure to customer service, team leadership, and the fast-moving demands of retail. She also completed internships with some of fashion’s most recognizable names, including Burberry, Debenhams, Harvey Nichols, Gap, and Purple PR. These positions sharpened her skills in buying, public relations, event management, and international market analysis, providing her with a well-rounded entry into the industry.
In 2014, Rosie joined Marks & Spencer as a Buyer’s Assistant in Kidswear. Her talent and drive quickly earned her a promotion to Buyer for Womenswear and Lingerie, where she managed the full product cycle, from strategy and design through to supplier management and pricing negotiations. Her role also included leading seasonal sign-offs, coordinating with PR and marketing teams, and managing international live buys for global markets, including the UAE. At M&S, Rosie built a reputation for producing innovative products that consistently exceeded business targets, while developing and leading teams of her own.
Entrepreneurial Leap: Endless Wardrobe
By 2019, Rosie was ready to take her industry expertise into entrepreneurship. She co-founded Endless Wardrobe in London, a platform designed to disrupt traditional fashion consumption. Endless Wardrobe introduced a new retail model, giving customers three ways to shop: rent, buy new, or buy nearly-new. This flexible model allowed consumers to experience fashion in a way that fit both their lifestyle and budget, while embracing the growing trend of circular shopping.
The platform quickly attracted attention and was featured in Vogue Business, The Times, Elle, Marie Claire, Stylist, Grazia, and The Guardian. Media outlets praised its innovation, and consumers embraced the opportunity to access premium fashion in more sustainable and affordable ways.
Expanding the Vision: Endless UAE
In 2023, Rosie took her vision global and launched Endless in Dubai. Positioned as the UAE’s leading circular fashion platform, Endless offers women the ability to rent, buy, or sell fashion pieces with the same ease and style as luxury shopping platforms like Net-a-Porter or Ounass.
Rosie describes her mission clearly:
“At Endless, we are on a mission to make shopping circular the norm and everyone’s first choice when it comes to shopping fashion. To do this, we are making shopping circular just as good as shopping new.”
Her goal has always been to align sustainability with consumer desires. Instead of asking women to compromise, she designed Endless to deliver the excitement, quality, and prestige of shopping luxury—while giving garments a longer, more valuable life.
Endless has also grown into a community-driven brand. The company organizes events, from creative workshops to networking sessions, allowing women in Dubai to connect, collaborate, and share their experiences. This sense of belonging has become a cornerstone of the Endless identity, demonstrating that the platform is more than a marketplace, it’s a movement.
Rosie’s philosophy extends beyond fashion. As she explained in a recent interview with Grazia Middle East:
“The beauty of rental is that one statement dress or luxury bag that might only get worn once can go on to make money multiple times over. The real win is when a piece pays for itself after just a few rentals. Everything after that is pure profit.”
Recognition and Impact
Under Rosie’s leadership, Endless has been featured in Cosmopolitan Middle East, Emirates Woman, SheerLuxe, and Grazia. The platform has become synonymous with modern, purpose-driven retail in the UAE, reflecting a broader global shift toward circular consumption.
Her work is not only transforming how women approach fashion but also empowering them to participate actively in a new economy—where owning less and wearing more creates both financial and environmental benefits.
Looking Ahead
Rosie Gunn’s career reflects a consistent theme: combining creativity with business strategy to reshape consumer habits. From her early days in buying roles at Marks & Spencer to building two innovative platforms, she has consistently focused on solutions that deliver both value and sustainability.
Her vision for the future is ambitious yet clear:
“My vision for Endless has always been to build the circular fashion version of Net-a-Porter, Ounass, Bloomingdale’s… I believe that’s exactly where the industry is heading.”
As Endless continues to expand, Rosie remains committed to proving that circular fashion is not just a trend but the future of retail—one that empowers women, protects the planet, and delivers the same thrill as shopping new.
Editorial Note
Rosie Gunn’s leadership demonstrates how vision, innovation, and purpose can transform an industry. Her journey with Endless illustrates the future of sustainable fashion and the impact of empowering communities.
