Vivrelle co-founders on their new Hamptons pop-up and why inventory is king in rental and resale

The fashion accessories rental company Vivrelle started as a purely online business before opening its first showroom in New York City. Now, the 7-year-old luxury membership club is branching out with its first retail store, a pop-up in collaboration with Revolve’s FWRD brand in the Hamptons.

Pop-ups and physical retail are just one of the tactics Vivrelle is using as it enters a growth period. Vivrelle is having its best month ever, in terms of revenue, as market conditions are favoring alternative business models like rental and resale.

Vivrelle’s pop-up, which opened on May 23 and will remain open through the summer, is in Bridgehampton. The location was selected because it’s on the main road of Montauk Highway which connects many popular vacation destinations in the Hamptons. In another first for the company, it will let customers buy items outright, in addition to renting them. The pop-up comes on the heels of several other big projects from Vivrelle, including a partnership with Revolve last month and the development of a new AI styling tool called Ella AI, set to debut later this summer.

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