Revolve opens private Social Club

Online retailer Revolve has opened a members-only brick-and-mortar store that will double as a test location and pop-up for new brands.

The Revolve Social Club is a members-only venue in on Melrose Avenue in West Hollywood, California. The three-level building includes a street-facing, multipurpose storefront with a showroom on the second floor and an upper deck with a 360-degree view of Los Angeles.

The space is designed to be a reflection of the Revolve brand, according to a company statement.

The Social Club will be invite-only to top-spending customers, social media followers, influencers, stylists and celebrities. Members can schedule consultations with stylists and even order catered meals during private shopping appointments.

The space will also be used for events, celebrity appearances and concerts. It will host pop-up shops featuring brands also available on the site. For Love & Lemons will be the first tested at the location, previewing a new collection.

The 13-year old online retailer has positioned itself as an aspirational brand with private label and youth-focused fashion with a strong social presence. Last year, Revolve had more than $400 million in sales. The merchant is on track to hit $1 billion in revenue in the next few years, according to Women's Wear Daily.

"Revolve has dominated the online shopping experience for millennials for the past decade, and the Revolve Social Club is where we see retail going next. The Social Club provides an unprecedented high-touch and personalized shopping experience for our most loyal customers," said Michael Mente, cofounder and co-CEO. "It leverages everything we know about her and puts her right in the center of the aspiring Revolve lifestyle."

The space is designed to appeal to Revolve's primary customer – millennials. At it's core the shop is an experience designed with "Instagrammable moments" in mind.  

"Millennial customers value experiences, intimate relationships and authenticity, and our data gives us a unique opportunity to provide that to our most valuable customers," said Mike Karanikolas, cofounder and co-CEO.

Revolve joins a growing list of e-commerce retailers opening physical locations. The brick-and-mortar growth of Warby Parker, Bonobos and Birchbox is well documented, but Revolve's Social Club is among an even newer breed of retailer that, like Nasty Gal, is creating stores that are more experiential showrooms than shops.

For more:
- see this Women's Wear Daily article (tiered subscription)
- see this Revolve press release

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