They have a very successful business already, the product is marketed like a nightclub, to the same kind of people. It’s marketed as a restorative beverage, to model types and those that love them.
The only way to buy it is via text message. The first time you enter your CC and address the next time you just text them and it’s delivered to your address. It’s also in a few places like the Soho House.
They have been absolute masters of free media. They get bloggers and influencer types to talk about it. They have a secretive minimalist website that makes you wonder what the buzz is all about and this memorable way of getting it that feels like a drug deal. People go for it.
This mini store thing has absolutely nothing to do with a new model for retail, or as a sign of a trend or anything else. It’s just clever and catchy enough for people to say huh and to get in the Times. All for the very minimal cost of a pop up store and some free product. And here we are proving their viral success.