Founded in 1985 by NASA astrophysicist and optical engineer Dr. Mitch Ruda, Revo has been at the forefront of the eyewear industry for over three decades. Driven by a passion for innovation and a commitment to superior eye protection, Revo quickly gained acclaim for its premium performance eyewear.
This week, the brand opened its first standalone store in the US in the heart of New York City’s SoHo. The milestone follows some significant changes for the heritage brand, including its acquisition by B. Robinson and a group of private investors in 2018. B. Robinson, a legacy NYC optical company run by Cliff Robinson, had notable plans to revitalize the brand that was previously fading. And he did precisely that.
“For me, it was such a humbling and fulfilling opportunity to be able to buy one of the iconic brands in our industry,” stated Cliff Robinson, CEO of Revo, adding, “I want to be a good steward for the brand; respect the heritage and respect the history and the technology. Our goal over the last few years has been to reengage with the global fan base that has been there for 30 years and engage with an entirely new audience of people who, when they try the product, realize it’s simply better than everything else.”
Despite its period of dormancy under previous ownership, Revo has experienced a resurgence over the past five years. When the company was acquired, its sole distribution channel was Sunglass Hut. Since then, Robinson and his team have worked on growing the brand’s channels. Its direct-to-consumer channel has grown thanks to a new website. Meanwhile, they’ve revamped the wholesale channel by adding various wholesale partnerships, including traditional optical providers, golf courses and clubs, and skiing destinations.
Revo reaffirmed its status as a leading name in performance eyewear by re-establishing its presence across wholesale and digital platforms. With a renewed focus on quality, authenticity, and customer experience, the brand garnered a loyal following of outdoor enthusiasts and fashion-forward individuals.
Revo’s NYC Flagship Store
Therefore, the logical next step for the brand was physical retail. Nestled in the bustling streets of SoHo, Revo’s first flagship store is a testament to the brand’s enduring legacy and commitment to excellence. Designed in-house, the store seamlessly blends modern aesthetics with a nod to Revo’s storied heritage. The layout, which features products along one wall and the brand story along the other, invites visitors on a journey of exploration and discovery.
One of the standout features of Revo’s flagship is the “Revo Heritage Experience Wall.” The wall, adorned with iconic advertisements, historical imagery, and testimonials from brand ambassadors, serves as a visual timeline of Revo’s evolution. The wall encapsulates the brand’s enduring legacy from its inception in the 1980s to its contemporary collaborations with sporting legends.
Moreover, Revo’s flagship boasts an innovative window display, showcasing the brand’s cutting-edge lens technology. If a passerby wears a polarized lens, they will see a visual on the TV behind the glass. If not, they must peer through the eyeglass outline, demonstrating the brand’s sunglass technology and making the TV image visible. It’s a unique experiential and luring element targeted at the traffic outside the store rather than those already visiting.
Revo is one of many heritage brands that have recently turned to standalone stores as a tool for future growth. For example, Hanky Panky, a well-known lingerie company established in 1977, has opened two stores over the past few years. Ariat, a horse-riding boot brand founded in 1993, has also shifted gears and expanded its store count after being a primarily wholesale distributed brand. According to ChainXY, the company has 18 stores with plans for four more to open soon.
The Future Role Of Stores
As Revo’s inaugural flagship opens its doors in SoHo, the brand looks ahead to a future of strategic expansion. With plans to establish a network of experiential stores in key markets worldwide, Revo aims to make stores a key channel for the brand. While digital innovation remains integral to the brand’s growth strategy, physical retail fosters meaningful connections with customers.
“We’re never going to have 50 stores. That’s not the kind of brand we are, but we want to ensure that we’re in key markets where most of our fanbase lives,” stated Robinson. The company hopes to open another 5-10 locations over the next two or three years, including in a handful of big cities and winter or summer resorts.
This new NYC flagship will act as a test, but the company is also confident in its success. Robinson knows the role physical retail needs to play for Revo and hopes that this new flagship will be the beginning of many stores to come. Revo may be a heritage brand, but it’s not old-school. It’s embracing change and its innovative roots to adopt the latest technologies and channels and meeting its customers where they shop.
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