Revolve Debuts Rêve Riche: Inside the Strategy Behind This New Luxury In-house Brand on FORWARD by Elyse Walker

The fashion retail game just got a fresh contender. Revolve Group, Inc. (NYSE: RVLV) has officially rolled out Rêve Riche, marking its inaugural proprietary collection under the FORWARD by Elyse Walker umbrella. This strategic move signals how legacy fashion retailers are doubling down on owned-brand development to capture higher margins and deeper customer loyalty.

What Exactly Is Rêve Riche?

Rêve Riche positions itself as a luxury line tailored for the aspirational, confident woman with discerning taste. The inaugural lineup features 33 carefully crafted styles, with a particular focus on occasion wear—think statement pieces designed for those special moments. The collection bridges the gap between emerging creativity and established luxury sensibilities, embodying the ethos of FORWARD by Elyse Walker’s core demographic.

Why Now? The Bigger Picture

Raissa Gerona, serving as Chief Brand Officer, explained the strategic reasoning: “Our customer has an appetite for discovering emerging designers. Rêve Riche is the perfect addition to FORWARD by Elyse Walker’s roster and we’re so excited to see the brand come to life.” This isn’t just another product drop—it’s a calculated expansion into owned-brand territory that allows Revolve to control every aspect of the customer narrative.

The fashion landscape has shifted dramatically since Revolve’s founding in 2003 by co-CEOs Michael Mente and Mike Karanikolas. Today, the company operates two distinct platforms: REVOLVE, which curates premium apparel and accessories from hundreds of established and emerging brands; and FORWARD by Elyse Walker, which specializes in iconic and emerging luxury offerings. By launching an in-house brand, Revolve is essentially competing with its own marketplace—a bold move that reflects how integrated these platforms have become.

Distribution and Accessibility

Rêve Riche will be exclusive to FWRD.com initially, with select styles eventually making their way to REVOLVE.com. This staggered rollout keeps the luxury positioning intact while maximizing reach across Revolve’s engaged community of millions of consumers and thousands of global fashion influencers.

The real story here? Revolve is no longer just a middleman connecting brands to customers. It’s becoming a brand architect, controlling the entire ecosystem from curation to creation.