How A Stupid Experiment In The Armpit Of NYC Launched Refinery29
A pop-up store in the Port Authority bus terminal was enough to launch a brand now worth $29 million. Here's how they did it.
Five years ago, Justin Stefano and Philippe von Borries launched what they call one of their stupidest ideas ever: a one-month pop-up shop at the grimy Port Authority bus terminal in Manhattan. Somehow, the oddly placed little shop run by two fashion newbies generated nearly a million dollars in sales, helping add rocket fuel to the Refinery29 brand. It's now the largest independent fashion website in the U.S. with a value of $29 million.
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