The online-only fragrance retailer Phlur will sell samples of the scents, but marketing will rely heavily on images.
The flash sale site has started to roll out local deals in six cities.
The past week has proved a busy one for Gilt Groupe. The members-only flash sale site launched a site offering style advice for men, led by former Men.Style.com executive director Tyler Thoreson. The company also has started to roll out its previously announced Gilt City local deals program.
The company designed Gilt MANual to complement Gilt MAN, the e-commerce site offering men’s fashions that the retailer introduced in October. The new informational site, at Giltmanual.com, offers tips on brands, grooming, etiquette, food and drink, and how to develop a personal style.
Gilt will update the site several times per day with blog posts, features profiles, how-to guides and advice, the company says. Regular contributors will include author Gay Talese; Michael Williams, who writes the design and lifestyle blog A Continuous Lean; and Joshua David Stein, who has written for Maxim magazine and The New York Times.
Digital agency Code and Theory designed The Gilt MANual site. The agency has worked for Vogue.com and high-end leather goods and handbags manufacturer and retailer Bottega Veneta
"A new generation of guys has discovered the joys of dressing well—because they want to, not necessarily because they have to. This renewed interest in looking good has been accompanied by a thirst for knowledge,” Thoreson says. “Guys today don't just want to know what to wear. They want to know how to wear it, and where, and when.”
Gilt also announced today that it is rolling out its Gilt City program in six cities: New York, Boston, Chicago, Miami, San Francisco and Los Angeles. A subsidiary of Gilt Groupe, Gilt City offers three or more limited-quantity sales in each local market every week. Each sale lasts seven days. Offerings include deals on local attractions and services such as restaurants, spas, entertainment venues and museums. Gilt City and Gilt Groupe members have online access to the deals, which the company says are marked down by as much as 80%.
Gilt City has launched with deals from Bumble & Bumble salons in New York and a paddleboard tour and day pass from the Standard Hotel in Miami.
To kick off Gilt City, the site offers a Facebook sweepstakes on each Gilt City fan page. The prize is a complimentary dinner for two at restaurants in each market. Gilt City also is integrated with the location-based social media site Foursquare to offer tips and suggestions for Gilt City's retail and company partners in each market.
Gilt says it plans to expand the program to more cities in the near future.
"We're starting in local markets where the Gilt brand is already established and in the near term we anticipate expanding to markets that match the Gilt experiential model," says Nate Richardson, president of Gilt City.
Gilt Groupe is No. 140 in the Internet Retailer Top 500 Guide.