Hip online retailer goes offline with invitation-only store

Online fashion site Revolve has entered the world of physical retail with what the brand describes as a “social club.” And similar to an exclusive high-end club, it’s got a members-only model.



In an unusual retail debut, Revolve Social Club opened on Thursday, on Melrose Avenue in West Hollywood, Calif. The 3,500-sq.-ft. space is a by-invitation-only venue, open to Revolve’s “most-devoted” customers, brand ambassadors and fashion influencers.” (The initial invite went to about 200 people, Women’s Wear Daily reported.) It’s located in a three-level building and includes an upper deck with a 360º view of Los Angeles.



The space is designed to allow the retailer to connect more directly with its customers through private shopping, exclusive events and a deeper brand experience, according to the company. To that end, members can schedule a personalized shopping experience, with the entire store curated for that member using Revolve’s data-driven merchandising algorithms combined with its styling team.



“This is the first time a physical retail space can be fully customized and merchandised for an individual customer,” Revolve stated.



The store will also be home to pop-up shops for emerging designers, VIP styling sessions from celebrity stylists, and private music showcases.



“The Social Club provides an unprecedented high-touch and personalized shopping experience for our most loyal customers. It leverages everything we know about her and puts her right in the center of the aspiring Revolve lifestyle,” said Michael Mente, co-founder and co-CEO of Revolve, which targets millennials with both established and emerging brands in women's and men's designer apparel, shoes and accessories.



Revolve was founded in 2003. Private equity firm TSG Consumer Partners became a strategic investor in 2014.