Inside the Kitsch Beach House, the Malibu property at the heart of the brand’s influencer strategy – Glossy

Kitsch is determining learn how to showcase its genuine on a regular basis branding via a brand new content material studio-slash-residential residence.
The 11-year-old model sells hair and physique merchandise like hair towels, scrunchies, brushes, and sleep merchandise like silk pillowcases and eye masks. Over the final three years, Kitsch has skilled 13x income development, reaching $87 million in 2020 earnings, in accordance with Fortune journal. Beyond its DTC website, Kitsch merchandise are present in over 4,000 shops, together with via Walgreens, CVS, Target and Ulta Beauty, amongst different retailers. Over the previous decade, the privately-owned and self-funded firm has constructed up its personal vertically built-in enterprise mannequin, which incorporates proudly owning its means of achievement and delivery. This enterprise mannequin is extending itself via Kitsch’s inventive facet, with the buy of a property in Malibu in July 2021 as a content material studio and occasion hub.

The L.A.-based model has over 2 million e-mail subscribers, with prospects concentrated in the Midwest. Approximately 50% of its gross sales are direct-to-consumer, mentioned Cassandra Morales Thurswell, founder and CEO of Kitsch.
“The Kitsch buyer is somebody who’s extraordinary, however who additionally places their underwear on inside out — [they’re] charmingly flawed and relatable,” she mentioned.
She pointed to the Malibu residence, known as the “Kitsch Beach House,” as half of an ongoing content material strategy demonstrating the integration of Kitsch merchandise into on a regular basis life and prospects’ residence environments. The home ceaselessly serves as a backdrop to photoshoots and IG Lives from the model, and as an area to host influencer dinners, occasions and weekend getaways. It will probably host consumer-facing alternatives in the future. Thurswell declined to share the buy value of the Malibu residence. According to actual property itemizing website Zillow, the common Malibu residence worth is at the moment $3.7 million.
“We need to invite individuals in our [influencer] group who know our merchandise to come back to the home and see how Kitsch matches into their life,” she mentioned. “We don’t need to solely ship merchandise and have them submit it on Instagram. We need them to see what a weekend appears like when you’ve gotten Kitsch merchandise with you all day.”
Kitsch has 467,000 Instagram followers and works with macro-influencers like Jamie Kidd (@JamienKidd; 830,000 Instagram followers) and micro-influencers like Steph Alleva Cornell (@CreatingSteph; 1,354 Instagram followers). Morales Thurswell mentioned the model works with over 100 influencers at any given time, however declined to share how efficient influencer and affiliate marketing online are at driving gross sales.
Of course, Kitsch shouldn’t be the first model to personal a property as an area for content material creation and occasion internet hosting. As far again as 2016, Revolve had a splashy, summer-long activation referred to as Revolve in the Hamptons, which gathered some of the season’s most outstanding “it” ladies like Hailey Baldwin Bieber and Nicole Richie. Then there have been the plethora of properties and residences that served as content material studios for particular person influencers. More just lately, TikTokers have taken to renting mansions to have the ability to work collectively to create movies. Morales Thurswell mentioned the Kitsch seashore home shouldn’t be a celebration spot however as a substitute a “reset home,” pointing to the location of Malibu as a respite for climbing, seashore actions and common unplugging.
“What Kitsch is doing may be very sensible, particularly as we get again to actual life after quarantine. There are so many variables in terms of in-person experiences. A brand-owned residence gives a extra managed atmosphere, making certain security and luxury for all,” mentioned Bilal Kaiser, principal of inventive and influencer Agency Guacamole. “[The house] permits a model like Kitsch to supply extra alternatives to attach and nurture relationships with influencers and editors on an ongoing foundation… The draw back to that is that the newness and pleasure might dissipate as influencers are at all times on the lookout for the subsequent new factor.”
Morales Thurswell mentioned she was cautious about talking on the long-term strategy for the Beach House, citing the volatility of occasions of the previous two years. She mentioned that for at least 2022, Kitsch will focus on utilizing the home to solidify influencer relationships past the transactional nature of gifting. But she additionally mentioned she felt the alternatives had been “infinite.”
“Any model can ship free merchandise [to influencers]. But assembly them face-to-face and creating these alternatives for connection [is important]. Kitsch shouldn’t be a founder-based model; it’s about our group and [other] individuals speaking about it,” she mentioned.

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