Hinge launches first digital pop-up

Dating app Hinge opened an online pop-up store.

Dating app Hinge has launched Milestone Marketplace, a pop-up online store designed to celebrate and reward relationship milestones for couples. These life events range from a first sleepover and moving in together to getting married and having a baby.

Hinge has partnered with 11 major brands, including Rent the Runway, Casper, Minibar and Barkbox, and gifts range from $50 to $200. 

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The store will be live for seven days starting Aug. 16 and will be open to couples who met via the Hinge app. Hinge will be promoting the pop-up across media, social, influencers and its member community.

To redeem their reward, couples can go to the market and select the gift that matches their relationship milestone. Then the couple will share their Hinge success story and tag @Hinge in an Instagram photo. 

Gifts will be available for free on a first come, first serve basis. After that, products will be sold at discounts between 10% and 50%. At the end of the week, the couple with the best story will win a Casper mattress. 

“Our members are as committed to finding happy, fulfilling relationships as we are to helping them,” said Olivia Abramowitz, Hinge’s VP of marketing. “The Milestone Market is an opportunity for us to celebrate our many Hinge couples and to remind singles that real meaningful connections are made on Hinge every day.”

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So why launch a digital pop-up store?

“The obvious advantages come in the removal of all the barriers associated with a physical store,” Abramowitz told FierceRetail. “Cost, time, staffing, furnishing, etc. are all issues that we don't have to deal with. Thus, it enables us to build out the 'store' we envisioned without compromise. Most importantly, it made the decision to participate in the endeavor very easy for our brand partners.”