Revolve Group Inc., once a digital retail powerhouse fueled by influencer marketing, is shifting its strategy in a substantial way. The company recently opened its first permanent store in Aspen, Colorado, after the success of a temporary pop-up. This marks a notable pivot from its strictly online sales model, responding to a resurgent consumer demand for in-person shopping experiences.

During the peak of the pandemic, Revolve thrived by leveraging social media influencers, hosting glamorous events, and curating collections appealing to Millennial and Gen-Z shoppers. However, as shopping habits evolve, the need for a physical presence has become clear. The Aspen location was chosen for its alignment with the brand’s aspirational image and has already shown strong performance during its test phase.

Market conditions for Revolve have not been favorable, with the company’s market cap diminishing significantly since late 2021. Nevertheless, financial analysts recognize Revolve’s solid cash position and potential for future growth, especially with the expected expansion into luxury destinations such as the Hamptons and possibly Manhattan.

Analysts are cautiously optimistic about Revolve’s bold move into brick-and-mortar. While Wall Street retains mixed sentiments—evident in a blend of buy, hold, and sell ratings among analysts—many agree that physical stores can enhance the brand’s comprehensive strategy. As Revolve navigates this new terrain, its experience with influencer marketing may provide essential insights into reinforcing customer relationships in a dynamic retail landscape.