Category Archives: Fashion Industry’

The RealReal Focuses on Implementing U.S. Pop-Up Shops

The RealReal is the world’s leading authenticated luxury consignment based in San Francisco, California. The company was founded in 2011 by Julie Wainwright, who serves as the chief executive officer. Ms. Wainwright started TheRealReal right from her very own home and the startup quickly turned into a multi-million dollar business with over 600 employees as well as office locations in New York City, Chicago, San Francisco, Los Angeles and Washington, D.C. According to the The RealReal’s director of marketing, Allison Sommer, the company plans to launch various pop ups across the United States that is slated to begin this year.

After a well-received grand opening of sorts for TheRealReal’s first physical location in New York City in the SoHo district, the idea of focusing on building up an in-store experience took off shortly after. Back in 2016, The RealReal did in fact held a pop-up shop in New York City before it’s SoHo store and it raked in approximately $2 million alone. TheRealReal’s items are available worldwide through its online store, but the brand feels that having a physical store legitimizes the brand as a whole and creates more of a “street-level presence.The luxury consignor will test new markets with its pop-up shops throughout the year.

The RealReal pop-ups will hire an expert staff that could assist customers will high-end goods. There will be authentication specialists, gemologists, art appraisers, horologists and sales clerks that had prior experience working with luxury brands. Customers can also visit the in-store locations to get a price quote on their luxury items before dropping it off to be sold online. The online store has over seven million members from all around the world, either as buyers or sellers. TheRealReal is very sustainable company and wants to help the environment. An article of clothing takes as much as a hundred years to fully biodegrade and TheRealReal encourages you to resell your designer pieces instead of tossing it.