A New Way To Shop: Rein’s New Showroom

Popular online apparel store, Rein, will be opening its first permanent showroom in Parnell later this month.

The showroom opens as an appointment-only service and is set to change the way we shop. Gabrielle Oldfield, the founder of Rein, has operated her online store since 2018 after graduating with a fashion business diploma from Parsons - the leading design college in New York.

"By opening a physical showroom, we are offering customers a more tailored and personable experience. As a small business owner in the current environment, conscious buying is essential. Rein's ethos has always been to offer a bespoke experience, and the one-on-one appointment-based service is something that complements our journey immensely. I want to give value to our customers beyond a product and help support women to make them feel powerful and confident in what they wear," said Oldfield.

The by-appointment showroom model has been successful overseas, and it is something Oldfield has experienced herself.

"[The model] allows us to fully understand a customer's wardrobe needs. As a result, customers buy smarter, less often and more sustainably."

The Rein Showroom can be booked via their online booking system through their website. The booking system will ask a series of optional questions, used as a preliminary tool to personalise customers' experience. Customers will enjoy trying on the latest ranges from coveted brands while sipping on refreshments such as coffee, tea, water, or a glass of wine. The showroom also offers a click and collect service for online purchases.

"Rein focuses on forever wearable pieces. Our styling sessions are a sustainable approach to the shopping process and to help women create an effortless and totally wearable wardrobe that is loved and worn on repeat."

Choose a 30 or 60-minute session, answer a few simple questions, and Rein will curate the perfect collection of pieces based on your unique style profiles, purchase history, favourite brands and more.