Vivrelle
Vivrelle is a New York-based luxury accessories membership club that provides tiered subscription access ($45–$309/month) to authenticated designer handbags, designer jewelry, and fine jewelry, serving female luxury consumers with an AI-powered stylist, physical showrooms, and B2B hospitality partnerships.
- Company typePrivate
- Founded2018
- HeadquartersNew York, United States
- Headcount11–50
- GTM typeB2C
- OfferingServices
What Vivrelle does
Vivrelle, Inc. is a New York-based, Delaware-incorporated luxury accessories membership club founded in 2018 that provides authenticated designer handbags, designer jewelry, and fine jewelry to consumers on a subscription basis under the "shared closet" model. Members pay recurring monthly fees across four publicly disclosed tiers — Premier, Classique, Couture, and Réservé/Privée (invite-only) — ranging from $45 to $309 per month, with a 40% promotional discount available for the first three months via referral codes such as WELCOME403. Subscriptions can be augmented with gift cards, branded merch, and direct item purchases, and members can also leverage the proprietary Ella AI™ generative stylist to receive natural-language, image-grounded, and structured-data-driven recommendations across Vivrelle's catalog and partner assortments including seamless cross-brand checkout with Revolve and FWRD. The company offers unlimited in-person and digital stylist appointments and operates physical retail including a 14,000-square-foot Midtown NYC flagship showroom and a seasonal Bridgehampton Hamptons pop-up co-created with Kith Women, plus on-property B2B designer closets embedded as guest amenities at Four Seasons Hotels and Resorts, The St. Regis Deer Valley, and The William Vale in Brooklyn.
Vivrelle's go-to-market is hybrid: a marketing-led direct-to-consumer application flow on vivrelle.com funnels prospects into tiered subscriptions, supported by earned media in Forbes, Fortune, CNN, Glamour, Vogue, PureWow, Essence, and Modern Luxury; a sales-assisted motion via in-person and digital stylists; event-driven pop-ups (Kith Women Hamptons); and a channel-partner motion through luxury hospitality. The customer base spans female luxury fashion consumers (primary), ultra-high-net-worth collectors (Réservé/Privée), luxury hotels (B2B), and bridal/special-occasion shoppers (via the "Something Borrowed" program). The underlying technology stack is an authenticated shared-closet inventory platform with Ella AI™ integrated across the member experience and partner integrations.
Vivrelle has raised approximately $97 million+ across multiple venture rounds — a $26M Series A (Apr 2021, Origin Ventures lead), a $9.99M SEC Form D exempt offering (Jul 2022), a $35M Series B (Nov 2022, 3L Capital lead with celebrity investors Lily Collins, Nina Dobrev, and Morgan Stewart McGraw), and a $62M Series C (Jun 2025, Protagonist lead). At the time of the Series C, the company was reported as profitable with triple-digit revenue growth in 2024, supported by an authenticated inventory spanning more than 40 designer brands including Hermès, Chanel, Louis Vuitton, Cartier, Van Cleef & Arpels, Bvlgari, Chopard, Goyard, Dior, Saint Laurent, Bottega Veneta, Gucci, Fendi, and Prada. The company is led by founder and CEO Blake Cohen Geffen alongside co-founder Wayne Geffen, employs 11–50 people, and remains a privately held, venture-backed company headquartered in New York City.
Vivrelle firmographics
Firmographics- Name
- Vivrelle
- Legal name
- Vivrelle, Inc.
- Website
- https://vivrelle.com
- Company type
- Private
- Founded year
- 2018
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Vivrelle is a New York-based luxury accessories membership club that provides tiered subscription access ($45–$309/month) to authenticated designer handbags, designer jewelry, and fine jewelry, serving female luxury consumers with an AI-powered stylist, physical showrooms, and B2B hospitality partnerships.
- Ownership category
- akta.pro rank
Vivrelle industry classification
Industry- Product category
- Luxury Accessories Membership
- NAICS
- Jewelry Retailers (458310)
- SIC
- Retail-Jewelry Stores (5944), Retail-Apparel & Accessory Stores (5600)
- akta.pro primary industry
- Multi-category Luxury Maisons (Jewelry/Watches/Leather/RTW) (CRAKAFAA)
- akta.pro secondary industries
- Luxury Accessories (Belts, Scarves, Hats, Small Leather Goods) (CRAAAFAE), Premium/Upmarket Membership Clubs (CRAEADAG)
Keywords
Where Vivrelle is headquartered
LocationHeadquarters
- HQ city
- New York
- HQ country
- United States
- HQ region
- North America
Markets served
Vivrelle business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Operations, Supply Chain, Personnel, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- Membership Subscription Fees: Recurring monthly/annual membership fees across four tiers (Premier, Classique, Couture, Réservé/Privée) priced $45–$309 per month, granting members access to the rotating luxury inventory and stylist services. This is the primary recurring revenue engine.
- Item Purchase Transactions: Members can buy items directly from the collection (Borrow an item for as long as you'd like, then swap it or buy it), generating one-time transactional revenue on top of membership fees. Privée tier members can purchase rare ultra-luxury items directly.
- Gift Card Sales: Gift card sales (often with a 40% promotional discount), serving as one-time purchases that convert into future membership activations.
- Merchandise / Branded Goods Sales: Sales through the Vivrelle merch shop at shop.vivrelle.com, generating auxiliary branded-product revenue.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | Premier, Classique, Couture, Réservé — four membership tiers from $45 to $309/month |
| Other | Monthly | Privée — invite-only ultra-luxury add-on tier |
| Subscription | Monthly | New-member promotional pricing: 40% off first 3 months |
| One time/ perpetual license | Pay-as-you-go | Gift cards with 40% promotional discount |
Go-to-market motion4 records
Distribution channels6 records
Marketing channels8 records
Vivrelle product offering
Product offeringCore offering
Vivrelle is a luxury accessories membership club that gives members rotating access to a shared closet of authenticated designer handbags, designer jewelry, and fine jewelry across 40+ brands via tiered monthly subscriptions ($45–$309) and an invite-only ultra-luxury Réservé/Privée add-on. Members can borrow items, swap them as often as desired, or buy them directly; the experience is supported by an AI personal stylist (Ella AI™), physical showrooms, and exclusive partner perks.
Differentiator
Problem solved
Functional benefit
Brands
- Réservé: An ultra-luxury invite-only membership tier granting access to a curated collection of rare pieces including Hermès Birkin and Kelly bags, Van Cleef & Arpels necklaces, and Bvlgari jewelry. Offered as the most exclusive tier of Vivrelle's membership offerings.
- Privée
- Ella
Products and services
- Vivrelle Membership Club Tiered membership club providing members flexible access to rotate thousands of authenticated luxury designer accessories across handbags, designer jewelry, and fine jewelry; members can borrow items as long as they like, swap them, or buy them directly. Combines online collection, AI personal stylist, partner perks, and physical showroom access.
- Vivrelle Réservé / Privée (invite-only ultra-luxury tier) Invite-only ultra-luxury add-on tier to Vivrelle memberships offering access to authenticated rare pieces including Hermès Birkin and Kelly bags, Van Cleef & Arpels necklaces, and Bvlgari jewelry; members can rotate pieces monthly and purchase directly, with bundled travel and hospitality perks through ResX and Marriott Bonvoy partnerships.
- Something Borrowed — Bridal Program Wedding-season vertical program allowing brides to borrow Vivrelle's luxury handbags and accessories to complete their bridal looks, addressing the high cost of one-time-use bridal accessories and the need for variety across multiple wedding events.
- Vivrelle Gift Cards
- Vivrelle Merch Shop
- Vivrelle | Kith Women Hamptons Pop-Up
Companies that use Vivrelle
Customer profileNamed customers6 records
Segments5 records
Ideal customer profiles4 records
Vivrelle technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration3 records
AI capability10 records
Feature3 records
Vivrelle partnerships and signals
Strategic signalPartnerships
Seven partnerships are on record, tiered core and flagship.
- ResXcoreProvides exclusive travel and hospitality perks for Vivrelle's Privée ultra-luxury invite-only members as part of the new tier launch.
- Marriott BonvoyflagshipProvides exclusive travel and hospitality perks for Vivrelle's Privée ultra-luxury invite-only members as part of the new tier launch.
- The William ValecorePartnership bringing Vivrelle rotating designer accessories to guests of The William Vale hotel in Brooklyn, NY. Guests can borrow accessories during their stay at no additional cost, with a display installed in the hotel lobby.
- The St. Regis Hotels (Deer Valley)corePartnership launched at St. Regis Deer Valley resort in Park City, UT providing guests with exclusive access to an on-property Vivrelle closet of premium designer handbags and jewelry. Marks Vivrelle's continued expansion into the luxury hospitality sector.
- Four Seasons Hotels and ResortsflagshipStrategic luxury hospitality partnership embedding Vivrelle curated designer accessories as a guest amenity across Four Seasons properties.
- Kith WomencoreCo-located summer pop-up collaboration at 2397 Main Street, Bridgehampton, NY ('Vivrelle | Kith Womens Summer Hamptons Pop-up'). Drives joint brand exposure in a high-traffic luxury seasonal destination.
- Revolve / FWRDflagshipVivrelle x Revolve partnership enables members to complete looks with REVOLVE and FWRD apparel, with seamless checkout via Ella AI™ styling technology — a gamechanging cross-shop technology covered by Forbes.
Scale indicators14 records
Recent moves7 records
Expansion highlights6 records
Vivrelle competitors and assessment
Company assessmentDirect peers
- Rent the Runway: Subscription-based clothing and accessory rental service with tiered monthly memberships and a rotating shared-closet model that directly parallels Vivrelle's subscription access to luxury items.
- Nuuly: URBN-owned subscription rental service offering rotating access to apparel and accessories; competes for the same subscription-rental consumer wallet as Vivrelle with a similar monthly membership model.
- Tulerie: Peer-to-peer luxury handbag and accessory rental marketplace; overlaps with Vivrelle's shared-closet model for designer handbags and jewelry, though via a peer-supplied inventory model rather than owned inventory.
- By Rotation: Peer-to-peer luxury fashion rental platform focused on designer items; shares Vivrelle's emphasis on authenticated luxury access via rental rather than ownership.
Broad incumbents
- Rebag: Authenticated pre-owned luxury handbag retailer offering buy, sell, and trade; addresses the same luxury handbag consumer need as Vivrelle but through resale rather than rental.
- Fashionphile: Authenticated pre-owned luxury handbag and accessories resale platform; competes with Vivrelle for luxury accessory consumers choosing between buying pre-owned and rotating via subscription.
- The RealReal: Largest authenticated luxury consignment marketplace covering handbags, jewelry, watches, and apparel; overlaps with Vivrelle on the authenticated luxury accessories consumer with a broader category footprint.
- Vestiaire Collective: Global authenticated pre-owned luxury marketplace with strong handbag and jewelry categories; competes for the same affluent consumer considering luxury accessory acquisition channels.
Emerging players
- Switch: Luxury and high-end watch subscription service offering rotating access to authenticated timepieces; shares Vivrelle's subscription-rental model applied to a specific luxury category.
- Gemist: Try-before-you-buy fine jewelry platform with a direct-to-consumer model; overlaps with Vivrelle's jewelry rental and purchase offering for the luxury jewelry consumer.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat6 records
Key risks6 records
Key highlights7 records
Customer concentration
Vivrelle social profiles
Digital presenceVivrelle financial estimates
Financial estimateRevenue estimate
Valuation estimate
Vivrelle leadership team
Management profileNumber of profiles
Profiles2 records
Vivrelle funding detail
Funding detailFunding overview
Funding rounds4 records
Investors5 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Vivrelle M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Vivrelle
What does Vivrelle do?
Vivrelle is a luxury accessories membership club that gives members rotating access to a shared closet of authenticated designer handbags, designer jewelry, and fine jewelry across 40+ brands via tiered monthly subscriptions ($45–$309) and an invite-only ultra-luxury Réservé/Privée add-on. Members can borrow items, swap them as often as desired, or buy them directly; the experience is supported by an AI personal stylist (Ella AI™), physical showrooms, and exclusive partner perks.
Is Vivrelle a public or private company?
Vivrelle is a private company. It is classified as venture growth investor backed and is currently operating.
When was Vivrelle founded?
Vivrelle was founded in 2018. It employs 11 to 50 people.
Where is Vivrelle based?
Vivrelle is headquartered in New York, United States, in the North America region.
How does Vivrelle make money?
Four revenue lines are on record. Membership Subscription Fees are the primary driver. The others are item Purchase Transactions, gift Card Sales and merchandise / Branded Goods Sales.
Who are Vivrelle's main competitors?
Direct peers on record are Rent the Runway, Nuuly, Tulerie and By Rotation. Broad incumbents are Rebag, Fashionphile, The RealReal and Vestiaire Collective. Emerging players are Switch and Gemist.
Does Vivrelle have an API?
No public API is recorded for Vivrelle.
What industry is Vivrelle in?
Vivrelle's product category is Luxury Accessories Membership. Its primary akta.pro industry code is CRAKAFAA, Multi-category Luxury Maisons (Jewelry/Watches/Leather/RTW), with a secondary code of CRAAAFAE, Luxury Accessories (Belts, Scarves, Hats, Small Leather Goods). Its NAICS code is 458310 and its SIC code is 5944.