The RealReal opens its first real store
The nation’s top online luxury consignment retailer has made the jump to brick-and-mortar with a store that brings its online experience to life and allows for even more personal interactions.
The RealReal’s first-ever permanent store, located in New York City’s SoHo neighborhood, sells luxury items, including men’s and women’s fashion, fine jewelry, watches, home furnishings, decor and art, with merchandise refreshed on a daily basis. The RealReal’s signature experts, ranging from gemologists to authentication specialists, take center stage in the store to engage directly with shoppers and consignors (sellers).
The store features a number of design elements, including a 35-ft. wall with 13 hidden closets containing curated women’s ready-to-wear, shoes and handbags — complete with a floor-to-ceiling wall of Hermès Birkin bags. The lower level features menswear, a library, lounge area, and a wall refreshed daily with rare sneakers. There is also a cafe.
Outdoor space on the lower level will be open in spring and summer for special events. It will also be used as a seating area for the store’s cafe.
Expert workshops will be held twice daily by The RealReal’s authentication team. The free educational sessions will provide visitors with expert content in authentication, styling, design, and current trends. Specialists from every category will be on-site daily to share their knowledge about the value of heritage brands, authenticity of specific items, and even the intricacies of fine watchmaking.
Appointments can be made with the on-site “luxury consignment office” to have fine jewelry, watches and handbags valued free of charge or to drop off items for consignment. In addition, professional services are available for item repairs, alterations, and authentication. The RealReal stands apart from other consignment sites in that it takes possession and authenticates every item prior to sale, the company said.
In 2016, The RealReal opened a holiday pop-up in Manhattan. It reportedly brought in $2 million in revenue in two weeks.
“After much success from The RealReal’s pop-up shop in New York last holiday season, we’re ready to expand our e-commerce business to a permanent brick-and-mortar space as another touchpoint for our customers and consignors,” said The RealReal CEO and founder, Julie Wainwright. “We not only created a concept store that represents The RealReal with the best product, but we created a next-level customer experience for buyers and consignors that leverages the speed of e-commerce with the brand experience of brick-and-mortar.”
For more on The RealReal, click here.
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