Brand / alias
alias
Turning a closed retail space into a seller drop-off and consignment hub, then driving drop-offs nationwide.
Role
Lead Project Manager, seller drop-off activations and retail design
Build
1.5 months, on time and under budget
Partners
Freelance architect, Senior Brand Director, store team, executives
Scope
Retail design, activations, seller comms
01
Results
+131%
seller consignment in Los Angeles
4.2K+
seller listings worth $822K in 24 hours from one campaign
+17.3%
over Miami's seasonal baseline
One space now serves both D2C retail and seller consignment, saving the company significant money.
02
Approach
Make the back of house feel as considered as the storefront.
The spaceAfter a store closed, turned its Los Angeles back parking lot into a seller drop-off and consignment space, consolidating D2C retail with back of house consignment.
DesignWorked with the lead freelance architect and the Senior Brand Director to define the experience and objectives.
AlignmentAligned the store manager and associates, VP of Brand, Chief Brand Officer, Chief Product Officer and the CEO, who owned retail.
The buildRestored an Airstream, built a custom storage shed, shelving and a break room in on-brand materials, and added landscaping.
Seller commsWith the app product team, updated FAQs and announced the change by email and push, framed as a net benefit for sellers.
ActivationsDrove drop-offs at locations nationwide, including Tokyo, with printed signage, location targeted email and social giveaways.
Raffle workflowSimplified giveaways by pulling seller data from the raffle period instead of a convoluted entry process.
03
Seller activations
Give sellers a reason, and an easy way, to list now.
LocationsRan activations at alias drop-off locations to drive seller engagement, which lifted Los Angeles seller consignment 131% and beat Miami's seasonal baseline by 17.3%.
CampaignsLaunched culturally relevant campaigns with a clear call to action to start listing.
ResponseSellers created more than 4.2K listings worth $822K within 24 hours.
EmailThe campaign earned alias's highest email click-through rate of 2026.
04
The work
The space
The Los Angeles storefront. The alias drop-off lives behind it. Photo: Slade Architecture
The build