Revolve Moves Into Brick-and-mortar Retail With First Permanent Store
Revolve has been a major online presence for 20 years, but the Los Angeles fashion company has never had a permanent brick-and-mortar store.
That is about to change. The lifestyle brand and pioneering e-commerce retailer is converting its pop-up in the heart of downtown Aspen, which opened at 410 East Hyman Avenue in December, into a permanent space keeping its two-story layout covering 3,000 square feet.
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It could signal a big strategy change for the online retailer, which made its mark by tapping into the hungry apparel appetites of digital-first Gen Z and Millennial customers constantly searching for new clothes and labels.
When the Los Angeles company was founded in 2003 by two insightful entrepreneurs, Michael Mente and Michael Karanikolas, it was one of the first to deploy influencers and fashion bloggers to market products that number hundreds of brands.
Today, young shoppers are venturing out to brick-and-mortar stores again. A recent study from Drapers, the business-to-business fashion retail publication, showed that Gen Zers and Millennials are exploring stores because they enjoy trying things, getting instant gratification with a store purchase and stumbling upon new treasures.
That is why Skims, the online shapewear brand founded by Kim Kardashian and Emma Grede, is opening its first store later this year in West Hollywood. Online retailers including Warby Parker, Everlane and Allbirds have also branched out to brick-and-mortar locations to meet the omnichannel moment.
With younger people back in stores, Revolve is exploring more opportunities after seeing its Aspen pop-up drive substantial sales. It became an exceptional channel for brand building and acquiring new customers. “A physical store allows us to continue to blend the online and offline experience, giving current and new customers another touch point to interact with both Revolve and Fwrd to shop our large assortment of the best in fashion and beauty,” said Mentos, co-chief executive officer and cofounder of Revolve Group Inc., which includes Fwrd, an assortment of highly curated luxury brands.
The store will carry summer and winter ready-to-wear, swim, beauty, shoes and accessories for women and men. On the first floor, shoppers can find selections from Revolve brands including Helsa, L’Academie, Lovers + Friends and other emerging designers. On the second floor, shoppers can experience the Fwrd world with curated collections of luxury fashion brands as well as Fwrd Renew pre-owned bags and accessories from labels including Acne Studios and Isabel Marant.
“Our customer is primarily a Gen Z and Millennial with a unique, elevated style who is on the pulse of the latest fashion and beauty trends. They look to Revolve and Fwrd for discovering designers in these spaces,” Mente said.
With more customers discovering Revolve, more stores could be on the way. “We’re exploring other regions where a physical presence can yield similar results to our Aspen store as we continue to elevate our brands in a thoughtful approach,” Mente noted. “When the timing is right, we’ll open another pop-up or store, or both.”
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