Vivrelle, the New York-based startup reimagining how people access luxury fashion, has closed a $62 million Series C funding round led by Protagonist. This raise marks a major leap for the brand, which has grown rapidly through its unique membership-based model that blends access, sustainability, and aspirational lifestyle.

Founded by Blake Cohen Geffen and Wayne Geffen, Vivrelle offers members the ability to borrow designer handbags, jewelry, and accessories on a rotating basis. Instead of owning, customers get curated luxury delivered to their doorstep  - and the option to swap, purchase, or return based on what fits their life in the moment.

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What Is Vivrelle?

Vivrelle is not just a fashion rental service. It's a luxury-as-a-service platform with a strong brand community. Members pay a monthly fee for access to an ever-expanding closet of luxury pieces from top-tier designers like Chanel, Hermès, Louis Vuitton, Cartier, and more.

Unlike traditional rental models, Vivrelle emphasizes:

• Unlimited swaps per month
  
• Long-term borrowing (no due dates)
  
• Exclusive shopping offers and perks
  
• A curated, members-only retail experience
  

It’s fashion without permanence  - a way to indulge without overspending, and participate in luxury with flexibility.

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The Market Opportunity: Luxury on Rotation

Vivrelle sits at the intersection of multiple explosive market trends, making it one of the most strategically positioned startups in the luxury and circular economy space.

• The fashion rental market is projected to reach $7.4 billion by 2028, growing at a CAGR of 11.2%, driven by demand for flexibility, sustainable fashion, and cost-effective luxury (Statista).
  
• The circular luxury segment—which includes resale, rental, and recommerce—is expected to grow to $75 billion globally by 2030, with McKinsey identifying this as one of the primary levers of growth in the post-ownership economy.
  
• According to Deloitte, 60% of Gen Z consumers say sustainability is a key factor in their fashion purchasing decisions, and more than half are willing to pay more for brands that align with their values.
  
• A report from ThredUp and GlobalData notes that by 2027, the resale market is expected to be 2x the size of fast fashion, showing a clear shift from traditional ownership toward sustainable models.
  
• In the U.S., the subscription eCommerce market is projected to hit $38 billion by 2025 (UBS), with lifestyle, beauty, and fashion leading consumer engagement and retention rates.
  
• Additionally, Rent the Runway’s 2021 IPO filing revealed that more than 87% of its users believe they shop less overall due to access-based fashion models, reinforcing the psychological and behavioral impact of subscription over ownership.
  
• Investment into fashion-tech and circular models hit $3.5 billion globally in 2023, according to CB Insights, signaling continued confidence in scalable infrastructure that enables borrowing, resale, or rotation.
  

Vivrelle’s appeal is rooted in this systemic shift. Its members aren’t opting out of fashion—they’re opting into a version of fashion that is more adaptable, more responsible, and more aligned with fluid identity. Where once luxury was about exclusivity through possession, Vivrelle is showing that exclusivity through access may define the next decade of aspiration.

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Why This Raise Matters

Vivrelle’s Series C is one of the largest recent rounds in the fashion-tech space, especially in a market cautious about consumer spending. This isn't just a bet on a trend  - it’s a vote of confidence in a brand that knows exactly who it's for.

While most rental platforms chase scale, Vivrelle has focused on depth  - building a loyal, engaged member base that returns for both the product and the experience. Think Soho House meets Net-a-Porter, with a dash of personal concierge.

But what sets Vivrelle apart isn’t just logistics or inventory. It’s the precision with which they’ve crafted the perception of membership. Founders often obsess over access, pricing, or operations  - but Vivrelle shows that the real unlock is how you shape the narrative of ownership itself.

They understood early on that the value wasn’t in borrowing luxury items. The value was in redefining what it means to belong to the luxury world. Their members aren’t just accessing handbags  - they’re stepping into a story about fluidity, status, and taste. And this is where the ultra-leverage lives: transforming a transactional model into an emotional identity.

If you’re building in a lifestyle category, don’t just replicate the features of ownership. Build the feeling of significance, intimacy, and belonging  - even if nothing is owned at all. That’s how you retain without contracts, scale without churn, and convert with minimal CAC. Vivrelle isn’t winning on product alone  - it’s winning on psychology.

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What’s Next for Vivrelle?

With fresh capital in hand, Vivrelle plans to:

• Expand its product categories into footwear, ready-to-wear, and men's accessories
  
• Open physical showrooms and concierge locations in New York, Los Angeles, and Miami
  
• Enhance its logistics and AI-powered styling engine to deliver faster and more personalized experiences
  
• Grow its content and social partnerships, tapping into lifestyle creators, celebrities, and fashion insiders
  
• Launch a VIP-tier membership model with limited-edition inventory and ultra-luxury perks
  

They are also investing in sustainability metrics and authentication standards, further cementing their role as a trusted platform for conscious luxury consumption.