US-based Revolve targets UK, EU Millennials with premium offer

By

Sandra Halliday

Published
Jun 1, 2018

US fashion e-tail giant Revolve is making a major play for UK and EU customers with the launch of services including fast deliveries and free returns that aim to replicate what local e-tailers can offer.

The 15-year-old company, which carries around 500 premium brands, has a strong UK business already. Britain is currently its third biggest market around the world and accounts for around 35% of its European sales.

And it achieved that without the benefits of the logistics enhancements that being more local to the UK can offer. Free shipping for customers in the UK and the EU is only likely to drive its market share higher, with faster deliveries also helping. Payment in local currencies should be a key benefit as well.

The company’s co-founder Michael Mente said the brand has carved out a strong market with Millennials and the time is right to ensure that its customers around the world have the same service as those in the US. “The launch of our UK entity is a big step in that direction for all our Western Europe customers,” he said.

The company had already last year offered free returns for Hong Kong and Australia.

And of course, as far as the brands selling on the site are concerned, the greater international exposure that this move will bring with it should also be crucial.

And the company is also looking at opening international HQs, with the UK and China top of the list. Its press release said that London is “the most efficient logistic port in Europe,” and that “the brand expects this service level to grow and benefit other parts of the Revolve business across the world, with the potential to open headquarters in regions including, but not limited to, London and Shanghai.”

Revolve has grown fast in recent years with the company making the most of major marketing opportunities, such as its presence at Coachella, and also making good use of social media influencers.

And that approach is reflected on the site itself with a mixture of commerce and editorial, and a focus on fun, sexy fashion. 

This is a similar approach taken by many pureplay fashion e-tailers in Britain, but the difference is that Revolve has a primary focus on higher-priced brands such as Paige, Rachel Comey, Jospeh, Frame Denim and 3.1 Phillip Lim. 

This sets it apart from e-tailers such as Boohoo but will bring it into direct competition with local giant Asos, whose vast inventory includes both low-priced and premium brands.