Resale

Vivrelle opens new 14,000-square-foot NYC showroom

The rental platform joins Fashionphile as the latest to open a luxury recommerce space.
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Vivrelle

· less than 3 min read

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Vivrelle is renting out a new showroom for its luxury rental service in New York City’s NoMad neighborhood, the company announced today.

  • The 14,000-square-foot, members-only space is a store and social club, featuring its collection of thousands of handbags and accessories, alongside a bar and lounge.
  • The company previously operated a smaller Manhattan showroom—but co-founder Blake Geffen told Retail Brew the new space is “much more immersive and feels more on brand” for Vivrelle.

Lux life: Founded in 2018 by married couple Blake and Wayne Geffen, the platform reached profitability in its first six months in biz, according to the company. Vivrelle declined to disclose revenue, but said it notched triple-digit growth in 2020 and 2021.

  • Last year was a “blockbuster year” for the brand, Wayne noted. It scored $26 million in funding, and in November, introduced a $39 membership tier to widen its consumer base. Vivrelle declined to share its exact member count, but said it is in the “tens of thousands.”

Wayne said the showroom is aimed at creating a community for its consumers where they can browse inventory (with a “Soho House feel”), especially as consumers are increasingly valuing “experience over transaction.”

“The consumer has just changed, especially in a post-Covid environment where people are a combination of asset light, on demand, they value experience versus ownership,” Wayne said. “And even in the resale market, I think people are looking for what they want, when they want it, and how they want it and at a great value.”

Zoom out: Vivrelle is the latest luxury reseller to double down on a brick-and-mortar presence. The RealReal opened its 19th location in Los Angeles in February, and late last month, Fashionphile introduced its own 60,000-square-foot showroom and authentication center in New York City. The appointment-only space includes a climate-controlled storage space, featuring what the company says is the world’s largest collection of Hermès Birkin bags.—EC

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