Vestiaire Collective Opens a Pop-Up in Paris: Interview with Henrique Fernandez, Director of the VIP and Concierge Service

1) Vestiaire Collective is now the European leader in online buying and selling of pre-owned luxury goods. Why did you choose to open a pop-up store?

We primarily wanted to offer an original experience to our customers. Opening a pop-up store for an e-shop like Vestiaire Collective is about creating a more physical connection with our clients, one that goes beyond interactions behind a computer screen.

2) What are the challenges of opening a physical store like Vestiaire Collective when you are primarily an e-shop?

There is first the physical challenge, as I mentioned earlier, but it also works the other way around: loyal Vestiaire Collective customers, as well as newcomers, are very curious to discover this space, which we have designed to be both original and coherent. Today, it’s important to understand that a “fashion” universe must work as a whole. We wanted to give Vestiaire Collective a true physical identity.

3) Does the opening of this pop-up store aim to further strengthen the loyalty of the already very active community on the site?

I would say that, more than fostering loyalty, it reinforces the image we project daily. Vestiaire Collective is not just a pop-up store; it is designed as a living space.

4) Was this location on Rue Saint Roch an obvious choice for Vestiaire Collective’s brand identity? Why did you choose this venue?

First and foremost, because this space is located in the heart of Paris, in a key fashion district featuring both trendy and luxury brands. We are just steps away from Colette, yet not directly on Rue Saint-Honoré, which gives the Vestiaire Collective pop-up a more intimate and exclusive atmosphere. This boutique is ideal due to its layout (we host talks several times a month in the basement, as well as themed experiences), offering the freedom to bring our ideas to life thanks to its spaciousness. Its location is equally ideal, as it’s iconic in the eyes of all fashion enthusiasts.

5) What kind of customer experience are those seeking who may have never dared to shop online on Vestiaire Collective but will take the plunge at the pop-up store?

Some customers need a certain level of interaction before purchasing an item. This interaction can occur with the store staff while shopping, but it can also be about engaging with the garment itself. For most customers, it’s essential to see the piece worn or simply feel the fabric, its fluidity… For instance, customers can try on a pair of shoes, negotiate online, and once the deal is finalized, come pick them up at the boutique.

6) You previously opened a pop-up in London last year. How do you curate the selection of clothes offered in the boutique? Do you adapt to the country’s clientele, or do you focus on favorites and iconic pieces?

We wanted to mix pieces from major houses like Chanel, Hermès, Louis Vuitton, or Céline with designs from creators such as JW Anderson, Acne, and Jacquemus. The goal was to combine the craftsmanship of luxury maisons with the creativity of younger brands.

7) You chose to collaborate with Racine Paris for your custom-made bouquets and with Petit Comité for your café space. Through this approach, do you want to show that Vestiaire Collective is a lifestyle brand, much more than just a pop-up store or e-shop? Will there be other collaborations?

We want to show that this 150m² space in the heart of Paris is not just a prestigious second-hand store, but a true hub for life and encounters. We don’t really talk about collaborations for future events, but more about contributions from professionals in the industry. For example, we recently hosted top model Toni Garrn, who, with a charitable organization, came to the Vestiaire Collective pop-up to sell pieces from her own wardrobe, as well as from her supermodel friends… including Kate Moss and Gisele Bündchen!

8) You also organize conferences, occasionally with themes like “Historic Pieces,” “The Parisian,” etc. What message do you aim to convey through organizing events like these?

We aim to attract a more diverse clientele, people who want to engage in discussions and learn more about fashion and the world of Vestiaire Collective. Our first conference, in fact, focused on the origins of the site, as well as the pieces that have shaped our history!

As for the themes, this allows us to maintain a constant turnover and adapt them based on our conferences, meetups, book signings, and more.

For example, on the theme “The Parisian,” we hosted Jeanne Damas and Lauren Bastide on the occasion of the release of their book “A Paris.” It’s a series of portraits of 20 Parisian women, each embodying the spirit of the capital in their own way.

9) Can we now consider Vestiaire Collective’s pop-up store as a new-generation concept store for vintage and second-hand products?

Yes, but not only that: it’s also about offering exclusive events to bring some life into the world of fashion. It’s about introducing customers to the Vestiaire Collective universe, while emphasizing our expertise in vintage and second-hand pieces.

10) More and more brands today sell exclusively online and prefer, rather than having a physical store, to sell occasionally in select locations (pop-ups, private sales in hotels, etc.) by setting appointments with their customers. Do you see this as the future of retail?

It’s probably a bit early to declare that this is the “future” of retail, but it’s undeniable that the way we consume is changing, and therefore, the way we shop. Because the sale takes place in a select venue, and is by invitation only, the customer will feel privileged to attend. We are increasingly seeking a different shopping experience, one that feels exclusive and reminds us that certain pieces have a story; whether it’s a vintage item from the 60s or a contemporary piece made in France. Storytelling now holds significant value in the purchasing process.