VonRosen Promises Exclusivity, Once You Pass Their Test

This year, all sorts of sample sale websites have been rising in popularity, and exclusivity is the name of the game. It doesn't even matter what they're selling: Woot only sells one item at an extremely discounted price for a 24-hour period and, by the day's end, it is usually sold out.

One label, VonRosen, requires those interested in membership to apply by sending an e-mail message describing themselves, and why they would like to shop on the brand's website. “Our criteria for membership is fluid,” the site says, “but we will know when we are right for each other.” Is this a blind date, a job application, or a shopping website?

David Von Rosen, the 33-year-old founder, said he's received 10,000 requests since starting the site a year ago, and has granted access to only 1,500 people. In total, he has sold about 4,000 items -- which is not exactly hotcakes. A sweater costs €450, or about $675, plus shipping charges, and the only way anyone can tell it’s a VonRosen is a little metal oval near the waist.

The products seem to be understated, like a trendy restaurant that only serves endive slices on white, square, porcelain plates. Mr. Von Rosen observes that the big luxury brands have opened so many stores worldwide that the only requirement for entry is a credit card.

Exclusivity does not necessarily guarantee sales, but it's certainly an interesting -- if somewhat snobbish -- branding technique.