The RealReal is a luxury ecommerce site specializing in resale’s. They operate a Las Vegas pop up and a Manhattan SoHo brick and mortar location. Beauty products have quietly been added to their assortment of offerings. Sources within the industry have stated these products have been available at the location in SoHo since the beginning of the last holiday season. They are also being sold in the outpost in Las Vegas.
The Chief Merchant for the RealReal is Rati Revesque. Rati spoke of the testing of beauty products at both the brick and mortar locations and online. The goal is to complete the ultimate journey of the customer. The idea is for the RealReal to be seen as a trusted destination by the luxury customers. The store wants these customers to covet their selection of luxurious products from beauty to clothing. This concept is still in the beginning stages but the RealReal is planning on increasing their investment in this area in the near future.
Despite the consignment based model of the RealReal the beauty products are brand new. The brands for sale are focused on the clean beauty type. This assortment includes Maison Louis Marie, Ellis Brooklyn, Pai Skincare, Cap Beauty, Babo Botanicals, Olio E Osso, Rahua, Julisis, Joanna Vargas, Grown Alchemist, Uma Oils, In Fiore, Kahina Giving Beauty and more. Sources believe the RealReal is acquiring their products directly as opposed to a third party distributor.
The RealReal is the newest retailer in apparel to enter the beauty space. Last year Madewell, Free People and Anthropologie all initiated a significant beauty rollout. Eight of the Riley Rose locations were opened by Forever 21 with brands focusing on the millennials and based off the internet. The experts in the industry believe beauty provides an excellent opportunity for retailers to entice customers into their brick and mortar locations. This also helps authenticate the positioning of the brands. Sources believe the interest of the RealReal is in the latter. Julie Wainwright is the Executive Office and founder of the RealReal. She stated they are acquiring home and beauty brand to sell in their store.
SWball June 7, 2018
Posted In: Online Marketing