LOS ANGELES – The world of Revolve just expanded to Las Vegas with the e-tailer’s confirmed deal with the Palms Casino Resort to open a store and branded suite at the property next year.
The deal involves a 1,000-square-foot Revolve store, which would be the company’s only brick-and-mortar location outside of its invite-only Revolve Social Club on Melrose Avenue. The store assortment would include Revolve labels such as Lovers + Friends, GRLFRND and Tularosa and is slated for a second quarter opening. There’s also a Revolve-branded suite at the Palms, which would serve as a landing pad for the company’s traveling influencers in addition to the general public. The suite is expected to become available for booking next year. Revolve events would also come to the Palms, including the company’s most well-known marketing endeavor, Revolve Around the World.
The Cerritos, Calif.-based e-tailer’s latest push continues a broader strategy aimed at building out Revolve’s brand presence beyond the online store and has included the company’s activations around the Coachella Valley Music and Arts Festival, the Social Club where product launch parties occur in addition to occasional public-facing pop-up shopping experiences and last year’s launch of the Revolve Awards.
“We’ve experimented with a lot of different types of physical retail experiences,” said Revolve cofounder and co-chief executive officer Michael Mente. “Of course, the Social Club in L.A., and we’ve done pop-ups in a number of different places. We think that with the Palms it’s the perfect partnership and perfect location for us because the clientele they are seeking to attract and develop and the clientele that the brand attracts are similar. That alignment on the same focus and the same consumer was a natural fit.”
The ritual of getting dressed and glammed up and then going out to socialize in Vegas will be reflected in the Revolve store’s merchandise assortment, Mente went on to say. Revolve’s swimwear business is also strong, making the Palms another good opportunity for continued growth of that category, he added.
“Those are segments where we feel our brand really resonates with that female Millennial so I think that’s a perfect location,” Mente said. “Every aspect of the fun life that you would live in Vegas, Revolve is very strong in and has the right merchandising mix for the consumer.”
Revolve adds to the $620 million being poured into the Palms’ property-wide renovations that most recently included the May opening of Scotch 80 Prime steakhouse. That came on the heels of the openings for Send Noodles, A.Y.C.E. Buffet and Lucky Penny Café. Additional restaurants, a nightclub and spa are also in the works.
“They’re really relevant to the consumer that we’re trying to target and they have a huge reach,” said Kelley Fertitta, vice president of marketing and guest experience at Palms. “That’s just super-complementary to what we’re trying to do.”
She added Revolve’s home base in the Los Angeles area also made sense given L.A. is the top feeder market of visitors to the Palms.
The store and suite should also help provide a boost to the hotel, Fertitta went on to say.
“It definitely brings a new customer base in and I think the way that happens is through their reach and with the types of programs that they’re planning to do on property,” she said. “Those influencers and the power of their brand have the potential to bring a new female demographic.”
As for Revolve’s branded suite, it wouldn’t be the first time the company’s dabbled in the hospitality business. Revolve, for two seasons of Coachella, has taken over hotels in the Coachella Valley and rebranded them as Hotel Revolve, providing a cushy venue for influencers, celebrities and other guests to stay throughout the course of the festival. The Palms suite, Mente said, is something more permanent than Coachella and allows for greater flexibility in terms of how the space is designed with the aim of being something that “withstands time versus a moment in time.” He added that it, in some ways, brings to life a modern take on the concept of MTV’s “The Real World” reality show and, more specifically, the Las Vegas season that premiered in 2002.
“They had a suite at the Palms and it was where they filmed ‘The Real World: Las Vegas,’” Mente said. “It was groundbreaking at the time. The world has evolved and, of course, now with social media the reality stars today are really social media stars and influencers. We’ll have a Revolve-branded suite that we’ll collaborate on with the Palms and consumers will be able to experience that themselves.”