Virginia Tech Hokies All Hail The Pail Est 1995 Shirt
For Revolve, partnering with Richie Grainge was an easy yes. “She’s always had such incredible engagement,” says Raissa Gerona, chief brand officer of Revolve Group. The 2023 wedding moment was also a signal to Revolve — which was already in talks with Richie Grainge about launching a fashion brand under the Revolve umbrella — that it was the right time to get started. “That was such an iconic moment for her and for that whole rebrand,” Gerona says. “When that happened, it [went from] the feeling of, ‘OK, this could be something that we do’ to ‘OK, we really have to do this’, because obviously she understands how to communicate with her customer base and her community, and is also thinking about her long-term strategy and vision for herself as an individual and a brand.”Virginia Tech Hokies All Hail The Pail Est 1995 Shirt
Partnering with Revolve to create the brand means that the retail group handles the logistics and business operations, while Richie Grainge focuses on the creative. Revolve declined to share the exact ownership percentages and profit sharing structure. Launching with Revolve means all of SRG Atelier’s eggs are in one basket when it comes to wholesale. As online multi-brand retail stumbles with the collapses of Matches and Farfetch (though both are plotting comebacks), and Ssense faltering, the move may seem risky. But amid this volatility, Revolve’s revenues have continued to grow, suggesting it a safer bet than most. (The company reported 9 per cent year-on-year growth for the second quarter of fiscal 2025.) Revolve has 22 owned brands under its belt, and TD Cowen managing director Oliver Chen said in a June note that the firm has a positive view on both the retailer’s growth and the role of its owned labels in driving this growth.
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