Revolve Clothing continues to tweak its online efforts as the fast-growing company looks to increase revenue this year and delve into bridal.
The Cerritos, Calif.-based e-tailer recently wrapped its first brick-and-mortar effort — a pop-up shop at The Grove in Los Angeles — and its founders project about $400 million in sales this year, up 50 percent from the year-ago period.
Revolve, which has about 400 workers, recently inked a lease for a fourth building to serve as a distribution center that’s about five minutes from the three it currently operates in.
The company’s founders told WWD it’s poised to move into bridal, but declined to provide specifics until closer to the launch date.
“We really see in our demographic that our customer wants [bridal] from us,” said cofounder Michael Mente. “They come to us for that special, unique product on a daily basis and also the bridal category’s traditionally dominated by larger chains that are a little bit more generic.”
Revolve’s target customer of 25- to 35-year-olds makes bridal a relevant category for the company to enter, added cofounder Mike Karanikolas.
“They’re getting married or one of their friends is,” he said. “We think there’s a big opportunity to bring to our customer bridal pieces from the more interesting, exclusive designers that we carry on our Web site. We think our customer’s going to love it and we think this generation is expecting more than just your typical mass-market choices for bridal.”
If successful, it would prove one more notch in the belt of a company that’s solidified its place in the market as the next generation of retailers successfully catering to the Millennial demographic, by constantly refining its online approach.
Revolve last year relaunched its site with a “Spotlight” section that featured profiles, Q&As and other more traditional magazine-style content. However, after more recent analysis of that corner of the company’s site, executives determined it wasn’t drawing the attention originally anticipated.
So when the company’s spring campaign launched this month, featuring model Chrissy Teigen, the company focused on offering Teigen’s spring picks in a pithier, “Hot List” format instead of running lengthier items.
“That [Millennial] customer’s superengaged [and] even though it’s hard to get her to be loyal, we’ve been able to establish a good conversation, a good dialogue with her,” Mente said. “We found that showing our product is one way of communicating with her, but she really does trust our voice and our curation. And as we’ve experimented with curating products from our big, 30,000-sku count, to bite-size pieces on a regular basis, that ended up being the most effective way to share new product and new style inspiration with her.”
The company continues to dabble with the idea of brick-and-mortar, the founders said.
The Grove pop-up started as a branding initiative, according to Mente, but the company ended up turning a profit from the store.
“We’re still figuring [brick-and-mortar] out,” said Karanikolas. “It was really surprising and exciting to us how well we did so what we’re trying to process is, while it does seem like a good opportunity, we’re balancing that with the fact that the core business is still so strong and we don’t want to lose focus with physical stores, so we’re still actively thinking about it.”
The company expects to launch its first iPad app in the third quarter, in hopes of building on its mobile growth. Sales from mobile devices were up about 70 percent last year.