REVOLVE x BELLEMINT Announce Worldwide Launch, Bringing Fashion and Gaming Together Like Never Before

Rhea-AI Summary

REVOLVE (RVLV) and Muus Collective have announced the worldwide expansion of BELLEMINT, their fashion styling game that combines gaming with real-world shopping, following its successful U.S. launch.

Key features include:

• Integration with REVOLVE Loyalty program offering double points on purchases for first 3 months
• 20% discount code for REVOLVE.com upon reaching level 6
• Average daily playtime of 30 minutes
• 97% female user base with 51% aged 18-24 and 28% aged 25-34
• $252 average order value from game-driven sales
• Over 1.4 million in-game looks styled

The game allows players to style curated looks, customize avatars, participate in daily challenges, and provide feedback on other stylists' looks. Lovers + Friends has emerged as the most-shopped brand within the platform.

Positive

• High user engagement: 30-min average daily playtime
• $252 average order value from game-driven sales
• Strong alignment with target demographic (79% aged 18-34)
• Over 1.4M looks styled, indicating high user activity
• 5M+ in-game product interactions

Negative

• None.

Insights

Financial Technology Analyst

REVOLVE's global expansion of the BELLEMINT gaming platform represents a potentially significant digital transformation initiative with several promising indicators. The company is effectively pioneering the gamification of e-commerce in the fashion retail space, creating a new engagement channel that bridges virtual styling with actual purchases.

The reported metrics are particularly compelling: $252 average order value from game-driven sales significantly exceeds typical e-commerce conversion metrics. With 30-minute average daily playtime and 1.4 million in-game styled looks, REVOLVE is cultivating deeply engaged potential customers. The demographic alignment is exceptional – 97% female users with 79% between 18-34 years – perfectly matching REVOLVE's target market.

The loyalty program integration creates a structured conversion funnel: players earn points within the game, unlock exclusive discounts (including a 20% promotional offer at level 6), and are incentivized to make real-world purchases. This ecosystem approach could meaningfully impact customer acquisition costs while extending lifetime value.

While the direct revenue contribution remains unquantified, BELLEMINT essentially functions as a highly interactive, commission-free marketing channel with built-in purchase functionality. For investors, this represents REVOLVE's innovative adaptation to changing digital engagement patterns, particularly as traditional social media marketing becomes increasingly saturated and expensive.

Digital Marketing Strategist

REVOLVE's BELLEMINT gaming platform represents a sophisticated evolution in retail customer acquisition strategy. By transforming product discovery into interactive gameplay, REVOLVE is addressing several critical marketing challenges simultaneously.

First, this initiative creates owned media that doesn't rely on increasingly expensive and algorithm-dependent social platforms. The 30-minute average daily engagement represents extraordinarily valuable attention in today's fragmented digital landscape – far exceeding typical website browsing sessions or social media interactions.

Second, the data generation potential is substantial. Every styled look provides granular insight into customer preferences, creating a continuous feedback loop for inventory planning and merchandising decisions. With 1.4 million styled looks already, REVOLVE is amassing proprietary data on style preferences while reducing return rates through pre-purchase visualization.

The $252 AOV indicates BELLEMINT is driving full-basket purchases rather than single-item transactions. The integration with REVOLVE's loyalty program creates tangible incentives (double points, 20% discounts) that directly address conversion friction.

While innovative, this approach follows proven models from other industries where experiential digital engagement drives physical purchases. The key distinction is REVOLVE's execution quality – creating genuine gameplay value while simultaneously showcasing shoppable products from high-margin private labels like Lovers + Friends.

For investors, this represents an on-brand technological investment aligned with REVOLVE's core demographic that potentially lowers customer acquisition costs while increasing purchase frequency.

BELLEMINT IS A NEXT-GEN FASHION STYLING GAME THAT MERGES VIRTUAL AND REAL-WORLD SHOPPING

LOS ANGELES, March 5, 2025 /PRNewswire/ -- Revolve Group (RVLV), the next-generation fashion retailer for Millennial and Generation Z consumers, and Muus Collective, Inc. are thrilled to announce the worldwide launch of BELLEMINT, the cutting-edge fashion styling game that seamlessly merges interactive play with real-world shopping. Following a successful U.S. launch, BELLEMINT is now available globally, allowing fashion lovers to engage with REVOLVE's renowned brand portfolio in an immersive, gamified shopping experience.

As BELLEMINT's exclusive retail partner, REVOLVE continues to push the boundaries of digital fashion engagement. To enhance the experience, U.S.-based players can now link their REVOLVE Loyalty accounts within the game to unlock exclusive loyalty points and even earn double points on qualifying purchases made through BELLEMINT for the first three months. Additionally, players who reach level 6 will unlock a limited-time 20% discount code to shop on REVOLVE.com, further bridging the gap between virtual styling and real-life shopping. This is only the beginning - with even more exciting perks and rewards expected to launch in the coming months.

BELLEMINT has rapidly gained traction among fashion-forward gamers, boasting impressive engagement metrics:

• 30-minute average daily playtime, reflecting high user interaction.
• 97% female user base, with strong engagement among young shoppers.
• 51% of players aged 18-24; 28% aged 25-34, aligning with REVOLVE's core demographic.
• $252 average order value (AOV) on sales driven from BELLEMINT to REVOLVE.com.
• Over 1.4 million looks styled in-game – and counting!

BELLEMINT users (known as Stylists) have a strong affinity for REVOLVE's top-selling categories, with dresses leading the way, followed by a mix of tops, skirts, and pants. REVOLVE-owned brand, Lovers + Friends, has emerged as the most-shopped brand within the game, with additional styles from REVOLVE and FWRD playing a key role in the platform's success.

BELLEMINT's seamless integration with REVOLVE's e-commerce platform offers a truly unique shopping journey. Players can experiment with styling curated looks, customize digital avatars with diverse sizes and skin tones, participate in daily challenges that inspire personal expression, and provide feedback on other Stylists' looks to spotlight the best style. The result? A deeper connection between gaming and shopping, where digital engagement translates into real-world fashion purchases.

With BELLEMINT now available globally, REVOLVE continues to innovate at the intersection of fashion, technology, and community, offering an aspirational yet accessible platform for the next generation of style enthusiasts.

"We are absolutely thrilled with BELLEMINT's U.S. release," said Sarah Fuchs, Co-Founder, Co-CEO, and Chair of Muus Collective. "We've discovered a deeply captivated audience that loves REVOLVE and has engaged with their products over 5 million times in-game - styling diverse avatars with an unparalleled range of skin tones, hair textures, and body sizes with items from brands like Bronx and Banco, A.L.C., and Rococo Sand. We can't wait to continue to connect with REVOLVE customers all over the world with our global expansion."

"We are always looking for innovative ways to connect with our customers, and with BELLEMINT, we can merge gaming with real-world shopping, by offering a more immersive experience that brings our brand to life in a new way. Integrating our REVOLVE Loyalty program into the game allows users to unlock exclusive perks, like earning double points and accessing special discounts, so they can enjoy the full benefits of shopping with REVOLVE—even while gaming. This launch is an exciting step forward in bridging fashion and technology, and we're proud to continue pushing boundaries in how consumers engage with our brand." - Michael Mente, Co-Founder and Co-CEO of REVOLVE Group Inc

"Fashion lovers want a centralized place to discover and get inspired by influencers' closets (e.g., Instagram and TikTok), curate their own looks (e.g., Pinterest), get their friends' input on their shopping carts, and easily click-through to purchase. BELLEMINT is this one-stop shop, starting with REVOLVE's brands! Years ago, REVOLVE changed the game of retail marketing with its influencer activations, so it's no surprise that REVOLVE is at the forefront of innovating retail's next marketing channel – mobile gaming." - Emily Wang, Partner and COO at Griffin Gaming Partners.

"This is an exciting new phase for BELLEMINT as we continue to grow our audience and add more REVOLVE-focused features into the game," said Amber Bezahler, Co-Founder and Co-CEO of Muus Collective. "Our women-led studio has worked closely alongside the REVOLVE team and their customers to ideate and develop features that will inspire and connect millions of fashion enthusiasts both digitally and IRL. The loyalty program integration is just one of many features we have planned for this year to provide a seamless shopping experience."

Media Contact:
REVOLVE@walkerdrawas.com

About Revolve Group, Inc.
Revolve Group, Inc. (RVLV) is the next-generation fashion retailer for Millennial and Generation Z consumers. As a trusted premium lifestyle brand and a go-to online source for discovery and inspiration, we deliver an engaging customer experience from a vast, yet curated, offering of apparel, footwear, accessories, and beauty styles. Our dynamic platform connects a deeply engaged community of millions of consumers, thousands of global fashion influencers, and more than 1,000 emerging, established, and owned brands.

We were founded in 2003 by our co-CEOs, Michael Mente and Mike Karanikolas. We sell merchandise through two complementary segments, REVOLVE and FWRD, that leverage one platform. Through REVOLVE, we offer an assortment of premium apparel, footwear, accessories, and beauty products from emerging, established and owned brands. Through FWRD, we offer a highly curated assortment of iconic and emerging luxury brands. For more information, visit www.revolve.com.

About Muus Collective, Inc.
Muus Collective is an entertainment studio building community-driven, fashion-forward experiences across mobile games and e-commerce. The studio's debut mobile fashion game, BELLEMINT, empowers players to discover inspiration, style unique looks, and share their creativity. BELLEMINT is now available for download on the App Store and Google Play. Follow the Collective at https://www.muuscollective.com and learn more about BELLEMINT at https://www.bellemint.com.

About Griffin Gaming Partners

Griffin Gaming Partners is one of the world's leading venture capital firms focused on the global gaming market, with over $1.3 billion in assets under management. Griffin invests in seed through growth stages across software infrastructure, content, and platforms in gaming. Griffin Gaming Partners is incubating Muus Collective.

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SOURCE Revolve Group, Inc.

FAQ

What is the average order value (AOV) for RVLV sales through BELLEMINT?

The average order value for sales driven from BELLEMINT to REVOLVE.com is $252.

How many loyalty points can users earn through BELLEMINT for RVLV purchases?

Users can earn double loyalty points on qualifying purchases made through BELLEMINT for the first three months.

What discount do BELLEMINT players get on RVLV products after reaching level 6?

Players who reach level 6 unlock a -time 20% discount code for REVOLVE.com.

What is the user demographic of BELLEMINT for RVLV?

97% of users are female, with 51% aged 18-24 and 28% aged 25-34.

Which RVLV brand is the most popular on BELLEMINT?

Lovers + Friends, a REVOLVE-owned brand, is the most-shopped brand within the game.