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LA-leaning e-shop Revolve used to have a kind of dark, web-circa-2006 look which did little to highlight its truly nice selection of merchandise. All that is gone, though, as last week Revolve took the wrapper off a new-and-improved domain. The site has been considerably lightened up—that black backdrop, for example, has been swapped out for bright white—and the layouts look less cluttered. In addition to the appearance of the site, the models have been moved front-and-center. Emily Ratajkowski, of 'Blurred Lines' infamy, is one of the site's stars.
Revolve co-owner Michael Mente reveals that Revolve has partnered with an investment firm, TSG Consumer Partners, which provided the funds for the makeover. "TSG Consumers Partners are experts in building brands; what TSG understood was that while we sells over 500 established and emerging designers we are also a brand ourselves," Mente told Racked. "The Los Angeles aesthetic we offer our consumers is something that everyone can relate to. Through their investment we were able to provide our customers with a new site experience and new, cleaner look."
· Revolve [Official Site]
· LA-Based 'Blurred Lines' Model Stars in New Revolve Lookbook [Racked LA]