By Karin Eldor,Senior Contributor

Copyright forbes

Raissa Gerona, Chief Brand Officer, Photo Credit: Courtesy of Revolve
Photo Credit: Courtesy of Revolve

In an era when multi-brand retail is on shaky ground, Revolve is thriving.

Against a backdrop of bankruptcies, mergers, and closures in luxury and department store retail, Revolve continues to grow.

In Q2 2025 — the quarter ended June 30 — Revolve crossed a major milestone, topping $300 million in revenue for the first time. Net sales for the first half of the year rose 10% year-over-year, while adjusted EBITDA jumped 25%. The company also hit a record 2.7 million active customers.

How has Revolve defied the odds, and what formula has it cracked?

The answer lies in its playbook: discovery, storytelling, connection, fun — and, at the end of the day, operational discipline.

It may be known for Instagram activations and Coachella parties, but Revolve’s flywheel is powered just as much by its proprietary e-commerce platform, 29 in-house brands, and a data-rich approach.

I spoke with Revolve’s Chief Brand Officer, Raissa Gerona, about what keeps Revolve turning.

Before we even got into strategy, I told Gerona one of the things I love most: as a Canadian shopper, I can order from Revolve or FWRD, discover new brands, and get my items delivered seamlessly — no surprise duties, hassle-free returns.

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“That makes me so happy,” Gerona shared. “Honestly, that’s the first thing people say when I meet them. And it gives me so much pride because people assume it’s all about marketing, but I can’t do my job well unless the fundamentals are solid. The unsexy parts — operations, logistics, hassle-free returns, no surprise taxes or duties — these are table stakes now, but they’re still so hard to get right.”

The other moment that makes her smile? Hearing customers describe the emotional connection they have with their purchases.

“When women started saying to me, ‘I’m wearing Revolve,’ I knew we had built not just a retailer, but a brand,” she says. “For a multi-brand retailer like Revolve to become a brand in itself? That’s rare.”

That shift — when the platform became bigger than the individual labels it carried — marked an inflection point for Gerona. It was a signal that Revolve had transcended the transactional and become aspirational in its own right.

“It wasn’t just about social media — it’s always about creating a feeling,” she says. “I want Revolve to come across as fun, lighthearted and aspirational.”

That ethos — weddings, brunches, bachelorette parties, and being part of the real moments that define Revolve customers’ lives — has fueled both engagement and growth.

Gerona’s connection to Revolve began as a designer. In 2007, she launched her own fashion line, which was carried by the retailer before the recession forced her to close it. “I didn’t know how to raise money, I didn’t go to business or fashion school,” she recalls. That experience taught her how brutal cash flow can be for small brands — a lesson that would later inform Revolve’s founder-friendly business model.

When Revolve co-founder and CEO Michael Mente asked her to start a new label, Lovers and Friends, Gerona said yes. The brand became one of Revolve’s top sellers and was eventually acquired by the company. Soon after, Mente and co-founder Mike Karanikolas tapped her to lead brand marketing.

“They literally created my role,” she says. “We came up with the title Chief Brand Officer” – a role that didn’t even really exist at the time.

It was a turning point. “Back in 2013, Revolve was already a solid business, doing about $100 million in sales. But the question was: How do we make the brand hot? How do we make people want to be a part of what we’re doing, so it’s not just transactional?”

Her answer was Revolve Around the World — influencer trips that paired Instagram storytelling with aspirational travel. “We took Chiara Ferragni and Julie Sariñana on a trip to Sedona, Arizona. We spent almost no money, but it worked.” More than 150 trips later, Revolve had built not just an e-commerce business, but cultural capital as the pioneer of this type of influencer marketing.

Revolve’s edge is discovery. “Our co-founders really built Revolve as a digital version of the boutique concept, inspired by Fred Segal,” says Gerona. Today, about 80% of Revolve’s assortment is made up of emerging brands, with 20% legacy names like Levi’s, Nike, or Polo.

Because Revolve has built consumer trust over 23 years, customers are willing to take risks on unknown labels. “The customer knows if they see a new brand on Revolve, it’s been vetted. And if it doesn’t work, they can easily return it.”

There’s also the “unsexy stuff,” which is critical to a successful business. Sure it’s the unsexy and less glamorous stuff, but without this type of strong operational backbone, everything can fall apart.

“The backbone of Revolve is cash flow, not overspending, paying brands on time, shipping and handling, keeping customers happy. That’s what’s kept us around for over 20 years – and still going strong. Without that, none of the fun brand stuff matters,” Gerona asserts.

That trust is reinforced by Revolve’s partnership model: paying brands outright rather than on consignment. Sometimes when small brands don’t have the money to fulfill a purchase order, Revolve will front the funds to help them produce it.

“It’s brutal to launch a brand today,” Gerona admits. “But we never put small brands at risk. That’s been our playbook since day one.”

She framed it as part of their belief in supporting emerging designers and why Revolve continues to win.

Behind the parties and press trips is a rigor that keeps Revolve profitable. “We run a very tight ship. No fancy office. No unnecessary expenses. Everything is about managing cash flow and making smart bets,” Gerona explains.

The company tests small, learns fast, and scales what works. Since its 2019 IPO, Revolve has proven it isn’t just a marketplace — it’s a cultural creator.

With 29 owned brands (including Lovers and Friends, LPA, and MAJORELLE), high-profile collaborations with Camila Coelho, and exclusivity with Elsa Hosk’s Helsa, Revolve — along with its luxury sister platform FWRD — is cementing its place in culture as a true fashion rocket ship.

“People think Revolve is just about parties or influencers,” Gerona says. “But behind the scenes, it’s this constant focus on logistics, storytelling, discovery, and true partnership with brands. That’s our playbook.”

For Gerona, the story always comes back to connection. “What excites me most is the opportunity,” she says. “We’ve always been the underdog – online-first, LA-based, not a traditional department store. But that’s what keeps us relevant. There’s still so much room to grow.”

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