Rodeo Drive is littered with luxury stores offering big spenders a private shopping room where they can sip champagne and be doted on by attendants.
E-commerce company Revolve of Cerritos is taking the trend one step further through the March launch of its three-story Revolve Social Club on Melrose Avenue in West Hollywood. The store is only open to a select group of invited shoppers and online style influencers popular on social media. The idea is for these individuals to start posting on social media about the store, which in turn will bring their many followers to Revolve’s website.
But whatever you do, don’t call the club a “store,” said 35-year-old Michael Mente, Revolve’s co-founder and co-chief executive. He joked that the clothing retailer has a jar for staff to place a dollar in every time it’s incorrectly referred to as such.
“It’s a combination of a marketing tool and customer retention tool,” Mente said. “At the end of the day, it’s all about selling clothes, but the way we’re going about it is different. We’re not putting up a sign and hoping for people to come in.”
The 3,500-square-foot space offers private shopping appointments for members during which they can view and try on merchandise hand-picked for them based on previous purchases.
Mente declined to reveal how many people are on the membership list.
“This is a huge opportunity for us to really communicate the Revolve brand,” he said.
Mente launched the online store in 2003 with co-founder and co-Chief Executive Mike Karanikolas.
Revolve generated more than $400 million in sales last year and it expects to double its revenue this year, according to the company.
– Subrina Hudson
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