The RealReal added to its growing store fleet.
Thirty percent of new consignors had their first TRR experience at a physical location in 2020, “so we know and truly believe in the value of having a brick-and-mortar presence and engaging with our community in-person,” Courtney Hawkins, TRR’s vice president of retail, told Sourcing Journal. “We’re excited to create a larger footprint in Southern California, and make it easier than ever for our customers to participate in the circular economy.”
The 2,200-foot store complements the company’s location on Melrose Ave. “The [Brentwood] community itself has both the classic design appeal and proximity to Hollywood, making it the perfect location to expand,” Hawkins said. TRR documented a “strong demand for luxury resale” in the area, “and it’s an area where we have a robust and engaged customer and consignor base,” she added.
TRR uses data to tailor the assortment to each physical location, Hawkins said. “We have decade’s worth of data that help us get a good sense of who our consignors and buyers are.”
The Brentwood location offers hundreds of items across men’s, women’s and children’s categories, from ready-to-wear to handbags, shoes, sneakers and accessories, as well as fine jewelry, watches, home décor and art. “Knowing what they’re collectively gravitating towards, we are able to hyper-curate and customize each neighborhood store,” she added.
“The Brentwood customer is a seasoned high-value shopper who is brand conscious and has a refined taste for iconic designers,” Hawkins said, noting “an aptitude for elevated, everyday luxe.” These consumers are “ruthless curators who prioritize classic pieces,” from a Gucci trench coat or Chanel tweed flap bag, she added.
Classic designers like Hermès, Bottega Veneta and Celine make up the neighborhood TRR shopper’s wardrobe, she said. Best-selling dresses in the area include styles by Simone Rocha, Johanna Ortiz and DÔEN, while understated Hermès leather goods like the Vintage Box Trim satchel and the Clemence Jypsiere shoulder bag are favorites. “Stealth luxury handbags” like Loewe’s anagram horseshoe bag or Bottega Veneta’s woven Intrecciato Mini Jodie are the area’s current hot commodities.
Male shoppers in the area gravitate toward elevated, casual ready-to-wear styles from brands like Hermès, Loro Piana and Gucci. Weekender-style bags from Louis Vuitton, Gucci, Prada and Hermes are among the highest searched leather goods.
The store’s interior complements its patrons’ tastes. “As with all of our neighborhood stores, we aimed to have Brentwood speak to our local customers and evoke a light and airy atmosphere,” said Bianca Wendt, the company’s senior creative director. TRR collaborated with New York design house Thompson Street Studio on a large-scale, double-sided textile piece that will hang in the center of the space, evincing “Southern California’s laid back charm,” she added.
Brentwood sellers will also have access convenience-driven omnichannel services for. They can meet with experts at the store one-on-one for a complimentary valuation or drop off their items for curbside consignment. Certain items can also be sold through The RealReal’s Get Paid Now program, which offers on-the-spot payments for eligible handbags, shoes, fine jewelry and watches.
The RealReal has broadened its brick-and-mortar footprint during the pandemic, growing from just six stores at the beginning of 2020. With stores in Miami and Palm Beach, Fla., Atlanta, Austin, Chicago, San Francisco and New York City, TRR might be ready to momentarily tap the brakes on its physical expansion.
“We have had a very robust retail strategy over just the past two years,” Hawkins said. “Right now, we are focusing our efforts on our existing retail footprint—growing and learning about our customers—and are assessing and gathering data to further inform our future retail plans.”