Gabrielle Oldfield, founder of popular online store Rein is opening her first permanent showroom at 40 Cheshire Street, Parnell on 29 June. The showroom opens as appointment-only and is set to change the way we shop.
Gabrielle says “this new by-appointment showroom is a model that has had success overseas and one I’ve experienced myself. It allows a stylist to fully understand a customer’s wardrobes needs. As a result, customers buy smarter, less often and more sustainably.”
“When I was over in New York their retail style was a lot more personable. In certain higher-end and more luxurious stores and some middle range, you had a retail assistant with you as soon as you walked through the door helping you with anything you needed. From experiencing this kind of one-on-one, personable retail experience it got me thinking of how I want my customers to feel when shopping at Rein. I was inspired by Anine Bing and Isabel Marant store styles. Chic, luxurious, and inviting.”
Across the ditch, luxury brand friends with frank has launched a similar retail model.
Gabrielle comes with a unique pedigree after graduating with a fashion business diploma from Parsons, the leading design college in New York. She says the new style council by appointment is a way to evolve her offering in the new post-COVID retail climate, as consumers’ spending habits change.
“I am a big believer in smart shopping and as a small business owner in the current environment, smart buying is essential. My ethos for Rein has always been to offer a bespoke, one-on-one service to learn what my customers want and simultaneously, what I need to source for them.
The online booking system will ask a series of questions, used as a preliminary styling tool to create a capsule wardrobe ready to try when the client walks in the door, along with a coffee, sparkling water or glass of wine. The showroom also offers click and collect for online purchases.
Gabrielle will showcase coveted brands like Atoir, Friend of Audrey, Bec & Bridge, For Love & Lemons, MLM Label, Nakedvice and Peony Swimwear. Rein store has gained a cult following for shoppers seeking unique and stylish basics, party wear and accessories.
