CYBER CLOSET HEADS DOWN UNDER: Garde Robe, the luxury clothing storage and valet service with locations in New York, California and Nevada, is expanding its international reach to Australia with new locations in Melbourne and Sydney through a partnership with IAS Fine Art Logistics.
For the uninitiated, Garde Robe specializes in the preservation and storage of textiles and offers a “Cyber Closet” delivery service for its clientele — which includes designers, who use it to protect and manage their archival collections, as well as celebrities, couture collectors and socialites — for $350 per month. “When we first started, people thought this service was just for New Yorkers [who] don’t have enough closet space,” said vice president and co-owner Doug Greenberg. “But most of our clients have multiple residences anyway. It’s more about the [monetary] value of the clothes that they own and also the sentimental value. Some clients have so much clothing that they need someone to help them manage it, just like you would if you were a collector of art.”
The decision to expand to Australia — home to a burgeoning fashion industry — came about rather practically; Greenberg said the combination of apartment and coastal living there creates a need for storage. “You can’t store delicate couture textiles by the ocean,” he explained. The move is also part of a larger international expansion effort that will include future locations in Hong Kong, Tokyo, Singapore, Paris and the Middle East.
“There are generally two reactions to our service,” said Greenberg. “One is: who in the world would need this? And then you have this community, this exclusive clientele, the 1 percent. Within that 1 percent, there’s this group that spends a lot of money on clothes, shoes and bags, and that’s who we service. We’re a small business, and it’s a niche market, but there’s no question that the niche market exists beyond the U.S.”