Bumble partners with Saks Fifth Avenue for temporary "hive" space

With Bumble on the rise as a dating app, it seems the platform is making moves in the fashion realm. This upcoming season, the app is partnering with Saks Fifth Avenue in order to launch a Saks x Bumble Hive in New York as an innovative pop-up.

The collaboration is meant to serve as a temporary shop that will offer panel series, networking events, styling services and products. The pop-up will last less than a month long from May 17 to May 31. The brick-and-mortar space will also host a space to help empower women through their workshops and panels. In partnering with Saks, it seems that the collaboration was meant to connect powerful, strong women. “Saks helps to empower women through how they look and feel — and Bumble wants to give all women a platform to connect with other empowered women, whether that’s in dating, friendship or business," Whitney Wolfe Herd, chief executive officer and founder of Bumble, told WWD.

This pop-up is also Bumble's first "hive" in a retail space. There is also currently a Bumble Hive pop-up in Los Angeles that is open until March 25. This space is used for Bumble users to work and network as well as find healthy and inspiring relationships. At the Saks store, it seems that the retailer will also benefit from gathering customers from the Bumble audience. Through this collaboration, Saks may be able to successfully market to a millennial generation and expand its customer base.