Revolve relaunched its Social Club — now, it’s for everyone

The newly opened Revolve Social Club occupies a two-story white building with a steeply sloping, shingled roof on a bustling stretch of Melrose Avenue. It’s quaint, like a summer timeshare in a quiet hamlet of Cape Cod. A far cry from the retailer’s original flat-and-modern building that used to sit just up the street. This new collaborative space — a pop-up that’s running till April 24 — is the first time the online retailer has opened its brick-and-mortar store in close to three years. And unlike its previous iteration, which was reserved for members only, here, the doors are popped wide open. Everyone is welcome to come in.

Where to begin? The Social Club is massive — in true Revolve fashion, it’s also over the top, immaculately beautiful, and fit to fill the pages of any interior design magazine. True to its ethos, Revolve’s 9,500-square-foot relaunched club is a one-stop shop for a holistic retail experience, from clothing to beauty to wellness. The first floor is anchored by a towering, ceiling-grazing indoor tree in the center, and surrounded by racks of flirty summer garb, a display of denim, and several lounging nooks. All created with visual posts in mind.

Elsewhere around the space, there’s even more shimmer, frills and puff-sleeved fantasy, courtesy of the whimsical, LA-based brand Selkie. Cult Gaia’s art-inspired purses charm with their beauty, and quintessential brands like Bronx and Banco, Song of Style, Lovers and Friends have shown up to the event like expected guests. In another nook, there’s even a whole section dedicated to beauty and self-care, spotlighting brands like Legology, FaceGym and Verb. 

And it wouldn’t be a lifestyle store without an in-house coffee shop. Pick up a few items, and you’ll be rewarded with a coffee and pastry. And because the pop-up is powered by Venmo, there are all sorts of perks (10 percent off your purchase if you pay via Venmo) and gift cards that are passed around on opening weekend. There are a slew of “special events,” happy hours and panels planned, too. 

So, was it time for Revolve to open a non-members-only space? Yes. (The second-floor wellness emporium is still, however, reserved for members. Boo!) Was it a bit of a surprise? Yes to that, too. Revolve has, after all, built its brand on the fundamentals of a within-reach-but-unattainable lifestyle. It’s common to see its influencers — the cool kids — galivanting across the world, posing in far-flung locales in Revolve garb and partaking in extravagant Coachella parties. Influencer marketing is, no doubt, the retailer’s bread and butter. It drives a whopping 70 percent of sales. So, will Revolve incorporate this open-to-all approach into its marketing drumbeat? Only time will tell!

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