{
  "id": 8511296,
  "title": "The RealReal (REAL) Bets on Glendale to Capture Growing Vintage Demand",
  "url": "https://urgent.news/2026/09/19/the-realreal-real-bets-on-glendale-to-capture-growing-vintage-demand",
  "topic": "business",
  "section": "Business",
  "published": "2026-09-19T18:00:03.000Z",
  "source": {
    "name": "Yahoo Finance",
    "slug": "yahoo-finance",
    "url": "https://finance.yahoo.com/markets/stocks/articles/realreal-real-bets-glendale-capture-180003520.html"
  },
  "original_language": "en",
  "account": "The RealReal, a resale luxury company, is expanding its presence in Southern California with a new store set to open in Glendale on October 1st. The decision to open in Glendale is based on the city's reputation as a fashion and luxury destination, where shoppers are always on the lookout for unique trends and items. Samantha McCandless, the company's Chief Merchandising Officer, explains that Glendale already attracts people seeking fashion and luxury, and The RealReal adds a distinctive twist with its vast collection of unique, one-of-a-kind pieces.\n\nThe timing for this expansion aligns with a strong upward trend in consumer demand for vintage items, growing by 432% since 2020, as reported in The RealReal's 2026 Resale Report. Additionally, Gen Z and Millennials now make up more than half of the company's customer base, demonstrating a willingness to embrace pre-owned and resale luxury items.\n\nGlendale's status as a prominent lifestyle and fashion hub in Southern California provides the ideal setting for The RealReal's new store. The location will offer the company's signature combination of authentication expertise, personalized consignment support, and a carefully selected assortment of women's and men's apparel, handbags, fine jewelry, watches, and accessories.\n\nHowever, expanding the physical retail network is not without challenges. The company faces high costs associated with leasing and staffing, as well as vulnerability to fluctuations in consumer spending, competition from other resale players and traditional retailers, and the need for a constant supply of quality consignment goods. Additionally, regional economic swings in Southern California and the possibility of underperforming new stores further expose the business.\n\nDespite these challenges, the planned store launch in Glendale presents a significant opportunity for The RealReal to capitalize on the growing luxury market in Southern California. The new store will not only bolster the company's existing retail network in the region but also generate consignment volume through private appointments and valuation services, while providing customers with a customized shopping experience.",
  "summary": null,
  "key_points": [
    "The RealReal opens new store in Glendale on October 1st",
    "Vintage demand up 432% since 2020, Gen Z & Millennials make up >50% of customers",
    "Expansion faces challenges of high costs, competition, and regional economic swings"
  ],
  "editors_take": null,
  "illustration": null,
  "coverage": {
    "outlets": 1,
    "also_reported_by": []
  },
  "ai_generated": true,
  "disclaimer": "Summaries, key points and the editor’s take are written by software from other outlets’ reporting and may contain errors — always check the linked original."
}