Revolve's sister site Forward by Elyse Walker is launching its first in-house brand.
Forward’s shopper wants more eveningwear and the e-commerce site is getting into private label for the first time to give it to her.
“Our girl is going out to parties and invited to events and wants to be dressed up,” April Koza, Forward’s vice president, said. “She’s always on the hunt for that black tie or cocktail dress.” “We made sure it was priced in place where [our shopper] wouldn’t think too hard about buying it,” Koza said. As the pieces were manufactured in a relatively limited run, compared to in-house lines over at Revolve , she’s expecting to essentially sell-through. But the Forward line is using “a different approach” in manufacturing from Revolve’s other lines, Koza said, given Reve Riche is positioning itself more in the luxury category.
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