Melbourne based lifestyle accessories brand The 5th has announced it will enter into 24/7 retailing after the brand achieved over $1 million worth of sales in a single day.
The 5th, known for its business model of only retailing for five days out of the month, will now remain open permanently following continued consumer demand.
The decision comes as the brand looks to make a stronger play into the more traditional eCommerce space, capitalising on its database of 270,000 subscribers and 440,000 Instagram followers.
Founder Alex McBride said that while the five day business model was initially successful, a growth in audience and consumer demand has forced the brand to become more agile in the online retail space.
“Our business model of only selling for five days of the month has been really interesting and helped us launch the brand, but over time as our audience has grown globally and we’ve heard the shared cry from our community to evolve our business into one that is available all the time”