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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Trending Stores: Story, New York City
The holidays can be a circus. And Story — the retail outpost in downtown Manhattan that reinvents itself every couple of months — has taken that sentiment to heart for its latest transformation.
The store has been revamped to offer a “something for everyone” gift shop experience inspired by the upcoming movie release, The Greatest Showman, which celebrates the life of P.T. Barnum. Designed by David Stark, Story now offers a circus-themed fantasyland, complete with a marquee sign lit with GE’s new vintage-inspired LED bulbs.
More than 2,000 items are featured, including an eclectic mix of The Greatest Showman licensed products, created in collaboration with a variety of partners. A variety of brands are featured, including West Elm, Sugarfina, and Samsung to name just a few.
Starting on Nov. 23 and ending on Dec. 23, local food truck will be on hand serving up an a la carte menu compliments of Story.
The holiday installation will be up at Story until Jan. 1.
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First Look: American Girl’s ‘store of the future’ opens
American Girl has unveiled its new retail concept, which puts a big emphasis on customization — even letting girls design their own dolls.
Located at Rockefeller Plaza in Manhattan, the 37,000-sq-ft. American Girl Place features the brand’s signature lineup of American Girl dolls and accessories. But it also boasts several new experiences, including a design studio where young girls can play doll designer, using an online feature that allows for personalization. In a collective workshop atmosphere, girls can design their own American Girl doll, choosing from more than one million possible design combinations. They can also create one-of-a-kind doll outfits and doll-sized products, which can be printed and taken home the same day.
In other features, there is a salon where girls and their American Girl dolls can get matching hairstyles, mini manicures, and even ear-piercing. Special packages are available with options for personalization.
In addition, the company’s award-winning movies and videos are showcased in an area called the “content hub.”
The flagship adds a new twist to the brand’s popular American Girl Cafe. Patrons can now customize birthday celebrations and other special events in the restaurant’s private dining rooms with personalized touches and digital projection features, thematic packages, and other amenities.
“Our new store celebrates the joy of girlhood — a place that nourishes a girl’s spirit and fosters her strength of character,” said Katy Dickson, president of American Girl, a wholly-owned subsidiary of Mattel.
American Girl Place was designed by FRCH Design Worldwide, Cincinnati.
“We looked at evolving the storyline within a true destination experience to embrace all aspects of American Girl in a relevant and engaging way for today girls,” commented Robyn Novak, VP and creative managing Director at FRCH. “American Girl has a long history of delivering memorable experiences for girls of all ages. The new store design celebrates that special moment when each girl starts to create her very own story with American Girl that will last for a lifetime.”
Amazing Stuff in store! Loved Chandeliers and overall concept.
Beautiful store and just in time for the holidays! Proud to be a part of the team at Ideoli Group that was a part of this project to help create the awesome statement chandeliers in the store.
Very proud of the store and how it turned out. Ideoli Group was fortunate to have partnered with the people at Mattel, Regency Lighting and FRCH to design and develop the statement chandeliers in the space. Thank you!