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The RealReal Courts Silicon Valley with New Tech-Enabled Bay Area Flagship

Lovers of luxury consignment site The RealReal living in the Bay Area will soon have a reason to venture out from behind their screens.

The online marketplace has opened a flagship store in the Union Square district of San Francisco, the company said in a statement Wednesday. The new location is the company’s fourth brick-and-mortar store, augmenting The RealReal’s presence in Los Angeles and New York City. It will also serve as a tenth luxury consignment office.

“We saw incredible demand for our San Francisco pop-up shop, and we’re excited to be following that up by making sustainable luxury fashion a permanent addition to the Union Square shopping scene,” Michael Groffenberger, the company’s head of retail, said. “With new expert services and technology innovations launching first in this store, we’re creating a more personalized shopping experience for our community.”

With a sprawling, 8,000 square-foot, two-story footprint, the location will also be The RealReal’s most sustainable store to date, with LEED Gold certification, refurbished structural features and sustainable building materials. The store will feature a cafe with fully compostable products.

Perhaps the biggest draw, though, is the cadre of luxury experts providing guidance, insights and services to shoppers. The store will offer repair services for handbags, shoes, jewelry and watches, along with alterations and tailoring.

Lovers of luxury consignment site The RealReal living in the Bay Area will soon have a reason to venture out from behind their screens.
The RealReal opened a new flagship store in San Francisco. Joyce Lee

According to the company’s statement, all items in the San Francisco flagship will be available for sale– including the furnishings and decor. New merchandise will be added daily to the assortment of women’s and men’s ready-to-wear, shoes, handbags and accessories, along with beauty, fine jewelry and watches, home decor and art.

The store will also test new retail features like a handbag vault, men’s sneaker wall, curated selections from luxury brands, and seasonal edits.

Fitting for the Silicon Valley-adjacent location, cutting-edge retail technologies will be on display, too. Radio frequency identification-enabled trays for fine jewelry and watches will display details about each piece on a screen, allowing for side-by-side comparisons of products. Shoppers can browse inventory on their mobile apps or on iPads nestled throughout the store. They can even request items from dressing room tablets.

In advance of a visit, shoppers can schedule expert services (for cleaning, repair or alterations), personal shopping expertise, consignment drop-offs, and handbag or watch valuations at