Ruelala is an invite-only online shopping site that brings sample sales (which usually take place in brick & mortar NYC boutiques and fashion houses to clear excess inventory) online. Sample sale sites have been popping up in the past year and enjoying significant success not only as a result of the economy, but because they deliver what is traditionally a NYC "insider" shopping phenomenon to the world at large.
Ruelala has really succeeded in mimicking the sample sale experience online. However, since it is part of Retail Convergence (which also owns Smartbargains.com) it must be thoughtful about leveraging existing infrastructure and technology without associating the two brands/shopping experiences. I think that if Ruelala doesn't act carefully now, its has the potential to become "just another bargain site" once the economy picks back up.
To read more about online sample sale sites: http://venturebeat.com/2009/01/13/luxury-sample-sale-sites-gilt-groupe-and-ruelala-pick-up-traffic-despite-the-recession/
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